Systems and Methods for Pacing Information Delivery to Mobile Devices

ABSTRACT

Described herein are system and method for pacing information delivery to mobile devices. The method comprises, for each respective request of a first plurality of requests received during a time unit that qualifies for information delivery, predicting a respective conversion probability corresponding to a predicted probability of a mobile device associated with the respective request having at least one location event at any of one or more POIs during a time frame corresponding to the time unit. The method further comprises placing a bid for fulfilling the respective request based on the respective conversion probability and a bidding model, determining a set of predicted numbers of conversions corresponding, respectively, to a set of ranges of predicted conversion probabilities for a first number of fulfilled requests corresponding to the time unit, and adjusting the bidding model based at least on the predicted number of conversions.

CROSS REFERENCE TO RELATED APPLICATION

This application is a continuation of U.S. patent application Ser. No.16/780,802, filed on Feb. 3, 2020, entitled “Systems and Methods forPredicting Targeted Location Events,” which is a continuation-in-part ofU.S. patent application Ser. No. 16/749,746, filed on Jan. 22, 2020,entitled “Systems and Methods for Pacing Information Campaigns Based onPredicted and Observed Location Events,” now U.S. patent Ser. No.11/146,911, which is a continuation-in-part of U.S. patent applicationSer. No. 16/726,056, filed on Dec. 23, 2019, entitled “Systems andMethods for Calibrated Location Prediction,” now U.S. patent Ser. No.11/134,359, which is a continuation-in-part of U.S. patent applicationSer. No. 16/506,940, filed on Jul. 9, 2019, entitled “Systems andMethods for Real-Time Prediction of Mobile Device Locations,” now U.S.patent Ser. No. 10/939,233, which is a continuation of U.S. patentapplication Ser. No. 15/999,331, filed on Aug. 17, 2018, now U.S. Pat.No. 10,349,208. Each of the above applications is hereby incorporated byreference in its entirety.

FIELD

The present disclosure is related to location-based informationtechnologies, and more particularly to systems and methods for pacinginformation delivery based on predicted location events of mobiledevices.

DESCRIPTION OF RELATED ART

Mobile device locations are becoming more commonly available to mobileservice providers. Location-based information technologies are rapidlydeveloping to effectively translate received location signals, which aretypically expressed in (latitude, longitude) pairs, into meaningfulsignals such as interests and patterns that are useful for servingrelevant information to mobile users in the process of providing mobileservices.

SUMMARY

According to some embodiments, a method for pacing information deliveryto mobile devices is carried out at one or more computer systems coupledto a packet-based network. The one or more computer systems including,or having access to, one or more databases storing therein datasetsassociated with mobile devices, a respective dataset including datarelated to an associated mobile device, a respective time stamp, and atleast one respective event involving the associated mobile device at atime indicated by the respective time stamp. The method comprises, foreach respective request of a first plurality of requests received fromthe packet-based network during a first time unit: determining if therespective request qualifies for information delivery based onrespective request data included in the respective request and a set ofinformation delivery parameters; in response to the respective requestqualifying for information delivery, predicting a respective conversionprobability for the respective request, the respective conversionprobability corresponding to a predicted probability of a mobile deviceassociated with the respective request having at least one locationevent at any of one or more POIs during a first time frame correspondingto the first time unit; inputting the respective conversion probabilityto a bidding model to determine a respective bid for fulfilling therespective request; and transmitting the respective bid to thepacket-based network.

In some embodiments, the method further comprises: receiving feedbacksfrom the package-based network, the feedbacks indicating a first numberof requests having been fulfilled among the first plurality of requests;determining a set of predicted numbers of conversions corresponding,respectively, to a set of ranges of predicted conversion probabilitiesfor the first number of requests; and adjusting the bidding model basedat least on the predicted number of conversions.

In some embodiments, predicting a respective conversion probability forthe respective request includes constructing a respective feature setfor the respective request using at least the respective request data,and applying a machine-trained location prediction model to therespective feature set to obtain the respective conversion probability.In some embodiments, the method further comprises machine-training thelocation prediction model using at least a training feature space and aset of training labels, the training feature space being constructedusing datasets having time stamps in a training time period, the set oftraining labels being determined using datasets having time stamps in atraining time frame.

In some embodiments, the bidding model includes a pricing modelapplicable to determine a respective bid price for the respectiverequest based at least on the respective conversion probability, andwherein the respective bid includes the respective bid price.

In some embodiments, the location prediction model includes a generalprediction model and a calibration model corresponding to the set ofinformation delivery parameters, and machine training the locationprediction model includes: machine training a general prediction modelusing the training feature space and the set of training labels; andobtaining the calibration model corresponding to the set of informationdelivery parameters. In some embodiments, applying a machine-trainedlocation prediction model to the respective feature set to obtain therespective conversion probability includes applying the generalprediction model to the respective feature set to obtain an initialprediction result and applying the calibration model to the initialprediction result to obtain the respective conversion probability.

In some embodiments, the bidding model is adjusted based at least on afirst plurality of predicted numbers of conversions corresponding torespective ones of a first plurality of time units.

In some embodiments, the method further comprises: detecting a secondnumber of actual conversions in the first time frame that areattributable to the first number of requests having been fulfilledduring the first time unit; and adjusting the bidding model again basedat least on the actual number of conversions. In some embodiments, thebidding model is adjusted again based at least on a first plurality ofpredicted numbers of conversions corresponding to respective ones of afirst plurality of time units and a second plurality of actual numbersof conversions corresponding to respective ones of a second plurality oftime units before any of the first plurality of time units.

In some embodiments, the second number of actual conversions isdependent on the bidding model used to determine the respective bid.

In some embodiments, the bidding model is adjusted based at least on thepredicted number of conversions and a targeted number of conversionscorresponding to the first time unit.

In some embodiments, the method further comprises obtaining a win rateprofile corresponding to the bidding model, wherein the win rate profileis used to determine the set of predicted numbers of conversionscorresponding, respectively, to a set of ranges of predicted conversionprobabilities.

In some embodiments, a system for pacing information delivery to mobiledevices comprises: one or more databases storing therein datasetsassociated with mobile devices, a respective dataset including datarelated to an associated mobile device, a respective time stamp, and atleast one respective event involving the associated mobile device at atime indicated by the respective time stamp; one or more processorscoupled to a packet-based network; and one or more memories into whichone or more computer programs can be loaded for execution by the one ormore processors to function as one or more modules, units and serversthat work serverally and/or jointly to carry out various steps of themethod for pacing information delivery discussed above and in furtherdetail below.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a diagrammatic representation of a system for locationprediction according to embodiments.

FIG. 2 is a diagrammatic representation of an environment in which thesystem for location prediction operates according to embodiments.

FIG. 3 is a diagrammatic representation of a computer/server thatperforms one or more of the methodologies and/or to provide part or allof the system for location prediction according to embodiments.

FIG. 4 is a map overlay illustrating exemplary polygonal premisegeo-fences in a geographical region according to certain embodiments.

FIG. 5 is a table illustrating some of the content in a geo-fencedatabase according to certain embodiments.

FIG. 6 is a map overlay illustrating exemplary geo-blocks in ageographical region according to certain embodiments.

FIG. 7 is a table illustrating some of the content in a geo-blockdatabase according to certain embodiments.

FIGS. 8A-8C are block diagrams illustrating request data at differentstages of processing according to certain embodiments.

FIG. 9 is a table illustrating some of the content in a request logaccording to certain embodiments.

FIG. 10 is a table illustrating some of the content in a feedback logaccording to certain embodiments.

FIG. 11 is a flowchart illustrating a method of machine training alocation prediction model according to come embodiments.

FIGS. 12A-12B are diagrams illustrating time periods and time frames fortraining and applying location prediction models and calibration modelsaccording to certain embodiments.

FIG. 13 is a block diagram illustrating a data manager for extractingmobile device data according to certain embodiments.

FIG. 14 includes tables illustrating extracted mobile device datacorresponding to a time period according to certain embodiments.

FIG. 15 is a flowchart illustrating a method for building a featurespace according to certain embodiments.

FIG. 16 includes tables of a set of features in a feature spaceaccording to certain embodiments.

FIG. 17A is a table illustrating a set of labels corresponding to a timeframe according to certain embodiments.

FIG. 17B is a table illustrating examples of location prediction resultsaccording to certain embodiments.

FIG. 18A is a flowchart illustrating a method of machine training acalibration model according to certain embodiments.

FIG. 18B is a flowchart illustrating a method of machine training acampaign comparison model according to certain embodiments.

FIG. 18C is a flowchart illustrating a method of obtaining a calibrationmodel from calibration model(s) of similar historical campaign(s)according to certain embodiments.

FIG. 19 is a table illustrating impression and visitation eventsassociated with various mobile devices according to certain embodiments.

FIG. 20 is a table illustrating detected visitation events and predictedprobability of visitation for a set of mobile devices according tocertain embodiments.

FIG. 21 is a plot illustrating calibration model training according tocertain embodiments.

FIG. 22 is a plot illustrating calibration models of a pair ofhistorical campaigns according to certain embodiments.

FIG. 23 is a table illustrating campaign parameters according to certainembodiments.

FIG. 24 is a table illustrating campaign features according to certainembodiments.

FIG. 25 is a table illustrating a feature space for training a campaigncomparison model according to certain embodiments.

FIG. 26 is a table illustrating a feature space for applying thecampaign comparison model to obtain predicted difference values betweena current campaign and a set of historical campaigns according tocertain embodiments.

FIG. 27 is a table illustrating selection of one or more similarhistorical campaigns based on the predicted difference values accordingto certain embodiments.

FIG. 28 is a flowchart illustrating a method for conducting the currentcampaign using location prediction according to certain embodiments.

FIG. 29 is a flowchart illustrating a method for pacing an informationcampaign using location prediction according to certain embodiments.

FIGS. 30A and 30B are diagrams illustrating time periods and time framesbefore and during an information campaign according to certainembodiments.

FIGS. 31A and 31B are plots of various variables related to pacing aninformation campaign according to certain embodiments.

FIG. 32A is a table listing impression and conversion events andpredicted conversion probabilities associated with a plurality of mobiledevices according to certain embodiments.

FIG. 32B is a table listing various values related to pacing aninformation campaign over a course of the information campaign accordingto certain embodiments.

FIGS. 33A to 33C are bar charts showing various values at differentstages during the course of an information campaign according to certainembodiments.

FIG. 34 is a flowchart illustrating a method for predicting theconversion rate of a test campaign according to certain embodiments.

FIG. 35 is a plot of illustrating an example of conversion ratecalculation according to certain embodiments.

FIG. 36 is a table a feature space and a set of labels corresponding toa set of historical campaigns according to certain embodiments.

FIG. 37 is a flowchart illustrating a method for predicting theconversion rate of a test campaign using a conversion rate predictionmodel derived from a set of historical campaigns according to certainembodiments.

DESCRIPTION OF THE EMBODIMENTS

A location prediction based information service system 100 according tosome embodiments is shown in FIG. 1. The system 100 is coupled to apacket-based network and configured to serve information to mobiledevices communicating with the packet-based network based on predictedprobabilities of the mobile devices to have location events at certainlocations within certain time frames. The system 100 comprises, amongother things, a request processing unit 110, a model training unit 120,and a prediction unit 130. In certain embodiments, the system 100 isconfigured to perform one or more methods for calibrated locationprediction, as described below.

In certain embodiments, the request processing unit 110 includes a frontend server 111, a document server 112, a location module 113 and ageo-fencing module 114. The request processing unit 110 further includesor has access to a geo database 115 storing therein data associated withgeo-places, and a campaign database 116 storing therein data associatedwith a plurality of information campaigns. The request processing unit110 is configured to receive requests associated with mobile devicescommunicating with the packet-based network, to process the requestswith respect to the geo places in the geo database 115 to detectlocation events of the mobile devices at any of the geo places, and tobuffer and store the processed requests in a request log or database117. In some embodiments, a processed request may include a detectedlocation event corresponding to a time stamp and identifying ageo-place. The request processing unit 110 is further configured toretrieve information or documents associated with information campaignsfrom the campaign database 116 for delivering to mobile devices based onthe processed requests associated with the mobile devices andpredictions of the mobile devices to have location events at certainlocations within certain time frames. The request processing unit 110 isfurther configured to receive feedbacks on impression, click/calls, andsecondary actions made on the mobile devices in response to theinformation or documents, and to buffer and store the feedbacks in afeedback log or database 118. In some embodiments, the requestprocessing unit 110 further includes a campaign database server 119 toprovide information sponsors access to the campaign database 116.

In certain embodiments, the model training unit 120 includes a datamanager 121 configured to generate structured mobile device data fromthe request log 117 and the feedback log 118 for storing in a mobiledevice database 124, a feature engineering module 122 configured toconstruct features and extract labels using the structured mobile devicedata and to store the features and labels in a features/labels database125, and a model training module 113 configured to train predictionmodels using some of the features and labels and to store the trainedmodels in a prediction models database 126.

In certain embodiments, the model training unit 120 is furtherconfigured to determine a relevance measure (or performance measure) foreach of a plurality of geo-blocks with respect to the location group (orwith respect to an information campaign) and to assign the plurality ofgeo-blocks into a number of geo-block brackets each corresponding to adistinct range of relevance measures (or performance measures). Themodel training unit 120 is further configured to construct the featuresrelated to a mobile device by generating features related to each of thenumber of geo-block brackets, generating features related to each of oneor more most frequently visited geo-blocks for the mobile device,generating features related to each of a plurality of brands, and/orgenerating features related to each of the one or more retailgeo-blocks, in additional to generating other features.

In certain embodiments, the geo-places include geo-blocks andgeo-fences. Each of the geo-blocks correspond to a geographical regionhaving at least one border defined by a public road or natural boundary.Each of the geo-fences correspond to a plurality of points of interest.The geo database 115 includes a geo-block database storing therein dataassociated with the geo-blocks and a geo-fence database storing thereindata associated with the geo-fences. In certain embodiments, thelocation events include geo-block-based location events andgeo-fence-based location events. Each geo-block-based location event isrelated to a geo-block in the geo-block database, and eachgeo-fence-based location event is related to a name or brand of a pointof interest (POI) having a geo-fence in the geo-fence databases.

In certain embodiments, the prediction unit 130 includes a predictionmodule 131 configured to apply the prediction models to feature sets toobtain prediction results, which are stored in a general predictionsdatabase 134. The prediction results from the prediction module 131 aregeneral prediction results and may need calibration with respect tospecific information campaigns. In certain embodiments, the predictionunit 130 further includes a model calibration module 132 configured totrain calibration models, which are then stored in a calibration modelsdatabase 135. The prediction unit 130 further includes a predictioncalibration module 133 configured to calibrate the general predictionsto specific campaigns to generate calibrated predictions, which arestored in a calibrated predictions database 136 and are used by thefront end server 111 to determine whether and how to present certainprocessed requests for fulfillment. In some embodiments, the modeltraining module 123 and the model calibration module 132 are parts of amachine learning module (not shown).

Several aspects of the present disclosure directly improve computerfunctionality. For instance, embodiments of the present disclosureachieve faster location prediction with smaller memory and processingrequirements by translating raw location data into location events withrespect geo-fences and geo-blocks and by filtering and aggregating thelocation events across time and space for machine learning processes. Infurther embodiments, measures of relevance are computed for thegeo-blocks using mobile device signals, and the measures of relevanceare used to assign geo-blocks to geo-block brackets for proper dimensionreduction and data clustering, resulting in efficient use of computerresources and improved location prediction performance. In furtherembodiments, calibration models are machine trained and used tocalibrate general prediction results to specific campaigns, reducing theneed to train different location prediction models for differentcampaigns, and saving time and computer resources. In furtherembodiments, a campaign similarity model is machine trained and used todetermine similar historical campaigns for a current campaign so thatthe calibration models of the similar historical campaigns can be usedto generate a calibration model for the current campaign. This reducesthe need to machine train the calibration model for the currentcampaign, and allows the current campaign to have a location predictionmodel and a calibration model ready at the start.

FIG. 2 is a schematic diagram illustrating an overview of an environment201 in which some embodiments of the disclosed technology may operate.Environment 201 can include one or more computer systems 220 coupled toa packet-based network 200. The packet-based network 200 in certainembodiments includes the Internet 210 and part or all of a cellularnetwork 211 coupled to the Internet 210 via an Internet Gateway. Thecomputers/servers 220 can be coupled to the Internet 210 using wiredEthernet and optionally Power over Ethernet (PoE), WiFi, and/or cellularconnections via the cellular network 211 including a plurality ofcellular towers 211 a. The network may also include one or more networkattached storage (NAS) systems 221, which are computer data storageservers connected to a computer network to provide data access to aheterogeneous group of clients. As shown in FIG. 2, one or more mobiledevices 230 such as smart phones or tablet computers are also coupled tothe packet-based network via cellular connections to the cellularnetwork 211. When a WiFi hotspot (such as hotspot 235) is available, amobile device 230 may connect to the Internet 210 via a WiFi hotspot 235using its built-in WiFi connection. Thus, the mobile devices 230 mayinteract with computers/servers 220 coupled to the Internet 210. Amobile device 230, or its user, or anyone or anything associated withit, or any combination thereof, is sometimes referred to herein as amobile entity.

FIG. 3 illustrates a diagrammatic representation of a computer/server220 according to certain embodiments. The computer/server 220 mayoperate as a standalone device or as a peer computing device in apeer-to-peer (or distributed) network computing environment. As shown inFIG. 3, the computer/server 220 includes one or more processors 302(e.g., a central processing unit (CPU), a graphic processing unit (GPU),and/or a digital signal processor (DSP)) and a system or main memory 304coupled to each other via a system bus 300. The computer/server 220 mayfurther include static memory 306, a network interface device 308, astorage unit 310, one or more display devices 330, one or more inputdevices 334, and a signal generation device (e.g., a speaker) 336, withwhich the processor(s) 302 can communicate via the system bus 300.

In certain embodiments, the display device(s) 330 include one or moregraphics display units (e.g., a plasma display panel (PDP), a liquidcrystal display (LCD), a projector, or a cathode ray tube (CRT)). Theinput device(s) 334 may include an alphanumeric input device (e.g., akeyboard), a cursor control device (e.g., a mouse, trackball, joystick,motion sensor, or other pointing instrument). The storage unit 310includes a machine-readable medium 312 on which is stored instructions316 (e.g., software) that enable anyone or more of the systems,methodologies or functions described herein. The storage unit 310 mayalso store data 318 used and/or generated by the systems, methodologiesor functions. The instructions 316 (e.g., software) may be loaded,completely or partially, within the main memory 304 or within theprocessor 302 (e.g., within a processor's cache memory) during executionthereof by the computer/server 220. Thus, the main memory 304 and theprocessor 302 also constitute machine-readable media.

In certain embodiments, the procedures, devices, and processes describedherein constitute a computer program product, including a non-transitorycomputer-readable medium, e.g., a removable storage medium such as oneor more DVD-ROM's, CD-ROM's, diskettes, tapes, etc., that provides atleast a portion of the software instructions for the system. Such acomputer program product can be installed by any suitable softwareinstallation procedure, as is well known in the art. In anotherembodiment, at least a portion of the software instructions may also bedownloaded over a cable, communication and/or wireless connection.

The location prediction system 100 according to certain embodiments canbe implemented using one or more computers/servers 220 executingprograms to carry out the functions and methods disclosed herein. Itshould be understood that the example embodiments described herein maybe implemented in many different ways. In some instances, the variousservers and/or modules in FIG. 1, e.g., the front end server 111, thedocument server 112, the location module, the campaign database server119, the data manager 121, the feature engineering module 122, the modeltraining module 123, the prediction module 131, the model calibrationmodule 132, and/or the prediction calibration module 133, as describedherein, may be implemented by one or more computers/servers 220,respectively or in various combinations. In some embodiments, the one ormore computers/servers may be general purpose computers/servers that aretransformed into the machines that execute the methods described herein,for example, by loading software instructions into one or more dataprocessors, and then causing execution of the instructions to carry outthe functions, processes, and/or methods described herein. As shown inFIG. 2, some of the computers/servers 220 are coupled to each other viaa local area network (LAN) 210, which in turn is coupled to the Internet210. Also, each computer/server 220 referred herein can include anycollection of computing devices.

According to certain embodiments, as shown in FIG. 1, the system 100includes a front-end server that receives requests from the packet-basednetwork 200. These requests may be generated by one or morecomputers/servers 220 in the packet-based network as they provide mobileservices to the mobile devices. In certain embodiments, the system 100further includes a location module 113 coupled to the front-end serverand configured to detect the location of a mobile device associated witheach of the requests. In certain embodiment, the location module 113 isfurther configured to examine the location data in each received requestto determine whether they include a reliable latitude/longitude (LL)pair, and if the request does not include a reliable LL pair, thelocation module 113 would proceed to derive the location of theassociated mobile device from other information in the location data, asdescribed in more detail in commonly owned U.S. Pat. No. 9,886,703,issued on Feb. 6, 2018, which is incorporated herein by reference in itsentirety. The system 100 further includes a geo-fencing module 114coupled to the location module 113 and configured to determine if thedetected mobile device location triggers any geo-place(s) in ageo-database and returns the triggered geo-place(s) to the front-endserver. In certain embodiments, the geo-places include geo-fences andgeo-blocks, and the geo database 115 is a spatial database optimized forstoring and querying data that represent geographical areas or spacesand may include spatial data and meta data associated with each of thegeographical areas or spaces.

In certain embodiments, the geo-fences in the geo database 115 includespatial data representing virtual perimeters of defined areas or placesthat mirror real-world geographical areas associated with variousentities and/or brands. A defined area according to certain embodimentscan be a static circle around a business location, e.g. a fence obtainedusing offline index databases such as InfoUSA (www.infousa.com), whichprovides a list of POIs and their locations, or areas specified bymarketers using predefined boundaries, such as neighborhood boundaries,school attendance zones, or parcel boundaries, etc.

In certain embodiments, the defined areas include one or more geo-fencesfor each of a plurality of points of interests in consideration of themap data around the POI. For example, as shown in FIG. 4, one or morepolygons are defined for the Costco Almaden store 401 to be inconformity with the real-world geographical structure and boundaries ofthe store and its surroundings, such as a first polygon 410 around thebuilding of the store, a second polygon 420 around the building and itsparking lot, and/or a third polygon 430 around a shopping area orbusiness region including the store and other points of interests(POIs). In certain embodiments, these different types of geo-fences aredefined for a point of interest (POI) to indicate different levels ofintentions, interests, and/or behavior, etc., of a mobile user withrespect to the POI, which can be used for location prediction purposes.

Thus, in certain embodiments, different types of geo-fences areassociated with a business and may include, for example, (1) a businesscenter (BC) represented by, for example, a polygon corresponding to theperimeter of the building of the business (e.g., the first polygon 410in FIG. 4); (2) a business premise (BP) represented by a polygoncorresponding to the perimeter of the business building and theneighboring parking lots (e.g., the second polygon 420 in FIG. 4); and(3) a business region (BR) or area represented by a polygoncorresponding to the perimeter of a shopping center or business orcommercial area in which this business is located (e.g., the thirdpolygon 430 in FIG. 4). If a business center is triggered by a mobiledevice location, it can be reliably inferred that the user of the mobiledevice is interested in the business by actually visiting it. Triggeringof a business premise provides good indication of an intent to visit thebusiness, but not as strong as triggering the business center. If a usertriggers a business region, the intent may be regarded as valid butweaker than that from triggering a business premise.

FIG. 5 illustrates examples of some of the geo-fences in the geodatabase 115, according to certain embodiments. As shown, the siteCostco in Almaden has three different types of geo-fences associatedwith it—geo-fence with Fence ID 19-35175 corresponds to a businesscenter (BC), which is defined by a polygon around the store building andrepresented by spatial index a1, a2, . . . , ai; geo-fence with Fence ID19-35176 corresponds to a polygon around the site's larger premiseincluding its parking lot and represented by spatial index b1, b2, . . ., bj; and geo-fence with Fence ID 19-35177 corresponds to polygon aroundthe shopping center including the store and other POIs and representedby spatial index c1, c2, . . . , ck. Note that geo-fence with Fence ID19-35177 is also associated with the names/brands of other POIs in theshopping center, as well as name of the shopping center itself. FIG. 5also shows that the site T.J. Maxx is associated with Fence ID 19-35177and also has two other types of fences associated with it, and the siteTrader Joe's is also associated with Fence ID 19-35177 and has at leasta business center place associated with it. As shown in FIG. 5, eachgeo-fence entry in the geo database 115 includes the spatial dataassociated with the respective place together with some meta data aboutthe respective place, such as, for example, one or more names/brandsassociated with the place, a category of the place, a place identifieridentifying a particular locale (e.g., city, district, etc.) for theplace, the place type, and/or one or more doc IDs identifying one ormore information documents (e.g., one or more html/JavaScript files)associated with the names/brands or the place. In most cases, a POI'sname is established as its brand, so they are used interchangeably. Forease of discussion, the brand of a POI is referred to hereafter aseither the name or the brand of the POI, whichever is associated withthe POI in the geo-fence database.

In certain embodiments, the geo-blocks in the geo database 115 representgeographical regions with natural boundaries such as major roads,shorelines, mountain ranges, etc., as described in further detail below.FIG. 6 illustrates graphically exemplary geo-blocks according to certainembodiments. In this example, for an area in the city of Santa Clara,Calif., the geo-blocks are shown as outlined in boundaries overlaid ontop of a map for the area, taken from, for example, Google Map, and theboundaries of the geo-blocks are mostly aligned with major roads andnatural boundaries, taking into account the road width so as to excludemobile signals from travelers on the major roads.

For example, geo-block 601 containing the Moonlite Shopping Center isshown to be bordered on three sides by major roads, El Camino Real,Bowers Ave, and Benton St., respectively, and on another side by theSaratoga Creek. Each of the geo-blocks shown in FIG. 6 can be furtherpartitioned into more granular blocks bordered by smaller roads. Realworld entities present in these geo-blocks tend to serve commonfunctional purposes (residential, retail etc.), and these blocks formthe foundation for the construction of boundaries that are highlyindicative of location dependent attributes such as intention anddemographics. FIG. 7 illustrates examples of some of the geo-blocks inthe geo database 115, according to certain embodiments. As shown, eachgeo-block includes spatial data defining the boundary of the geo-blockand meta data including, for example, the city/state in which thegeo-block is located, the functionality of the geo-block (e.g.,residential, retail, recreational, educational, etc.), one or more majorPOIs in the geo-block, as well as other information such as demographicof the residents or visitors of the geo-block, and inventory of requestswith location data in the geo-block, etc., which can be derived fromlogged request data.

In certain embodiments, as shown in FIG. 8A, the front-end serverreceives a request 801 presented by, for example, a server run by amobile service provider (MSP or MSP server), or an ad exchange (orexchange), via the network 200. The request 801 includes a request ID,mobile device data such as mobile device ID, maker/model, operatingsystem, etc., mobile entity data such as user ID (UID), age, gender,income bracket, education level, etc., mobile device location dataincluding a plurality of location components, such as latitude andlongitude coordinates (LL), IP addresses (IP), postal or zip codes (ZC),and/or city-state names (CS), etc. The request may further include otherinformation. In certain embodiments, the front-end server validates thelocation information by checking the validity and consistency of thelocation components and by weeding out any invalid locationcomponent(s). Generally, the LL is usually believed to be the mostuseful location component. However, when a mobile entity doesn't allowits location information to be known, mobile applications at the MSPserver typically provide only coarse location data in the form of, forexample, an IP address, a ZC (e.g. entered by the user at the time ofregistration), or CS. Thus, mobile applications at the MSP serverfrequently provide LLs obtained from geo-coding software, whichtranslates ZC, CS, and other points of interests into one representativeLL. In one embodiment, such representative LLs are categorized as “badLLs”. A bad LL can be, for example, a centroid of a ZC/CS, or any fixedpoint on a map (e.g. (0,0) or an arbitrary location).

In certain embodiments, the location module 113 is configured to weedout the bad LL's, so that location data with bad LL's are not providedto the next stage processing, by using the techniques disclosed incommonly owned U.S. patent application Ser. No. 14/716,816, entitled“System and Method for Estimating Mobile Device Locations,” filed on May19, 2015, which is incorporated herein by reference in its entirety.

The location module 113 is further configured to estimate the locationof the mobile device from the request 801 and generate location data torepresent an estimated mobile device location, which may be ageographical point represented by a lat/long pair or one or moreprobable areas or regions the mobile device is estimated to be in, asshown in processed request 802 with generated location data in FIG. 8B.The geo-fencing module 114 queries the geo database 115 with thelat/long pair or the one or more probable regions to determine whetherthe location data triggers one or more geo-places in the geo database115, and returns the triggered geo-place(s) to the front-end server. Incertain embodiments, the front end server 111 annotates the request 801with the triggered geo-place(s) to generate an annotated (or processed)request 810, and outputs the annotated request 810 to buffer 1, whichbuffers and outputs the annotated request 810 to a request log 117. Thetriggered geo-place(s) may include a geo-block (if the mobile device isin a place that has been geo-blocked) and may further include one ormore geo-fences if the estimated location or probable area or region isin or overlaps with the one or more geo-fences, as shown in FIG. 8C. Forease of description, the triggering of a geo-place (e.g., a geo-block ora geo-fence) is sometimes referred to herein as a location event. So, anannotated request may include one or more location events.

FIG. 9 is a table illustrating exemplary entries (or datasets) in therequest log 117, according to certain embodiments. Each dataset in therequest log 117 corresponds to a respective processed (or annotated)request and includes at least some of the data in the respectiveannotated request, such as request (or packet) ID, mobile deviceinformation such as mobile device ID, make/model, mobile userinformation such as UID, age, gender, education, etc., alatitude/longitude pair, data related to location events involvingtriggered geo-fence(s) and/or a geo-block, mobile application used atthe time of the request, and the time stamp of the request, etc. In someembodiments, the annotated requests in the request log 117 are organizedin the order of their respective time stamps, as shown in FIG. 9.

In certain embodiments, as shown in FIG. 8A and FIG. 9, the request 801received by the front-end server includes other information as well asthe location information, such as an application program running on themobile device, a time stamp indicating the time of the request (e.g.,day, hour, minute, etc.), one or more keywords suggesting types ofinformation for returning to the mobile device, and/or other informationassociated with the mobile user, the mobile device, and/or the MSP. Insome cases, the location data can trigger multiple places. For example,as shown in FIG. 4, a request that triggers the BC place 410 of CostcoAlmaden also triggers the BR place 430 of any of the POIs in the samebusiness region as well as the geo-fence for the business region (e.g.,a retail center or shopping mall). Thus, the request may be annotatedwith the BR place of one or more other POIs in the same business region,as well as the BC place of Costco Almaden. For the business regionitself, the BR place may be the only geo-fenced place associatedtherewith, so the business region is triggered as long as the associatedBR place is triggered.

Each location event involving a triggered geo-fence or a triggeredgeo-block is included in the annotated request together with informationabout the triggered geo-fence or geo-block. If a request triggersmultiple places associated with a brand, only the smallest of the places(e.g., the BC or the BP place) is included as a location event. As shownin FIG. 8C, some or all of the meta data 812 of a triggered geo-fenceand some or all of the meta data 814 of the triggered geo-block can beincluded in the annotated request 810.

In some embodiments, the front end server 111 in system 100 is furtherconfigured to evaluate the annotated request 810 with respect any of oneor more information campaigns running in the system 100, and withrespect to related location prediction generated by the prediction unit130, and to determine whether to present the request 801 forfulfillment. In some embodiments, the front end server 111 presents therequest for fulfillment by placing a bid for the request 801 at theexchange or MSP, and, in the case the bid is accepted, transmitting theannotated request 810 to the document (or information) server in thesystem 100. In certain embodiments, the front end server 111 has accessto the location predictions stored in a calibrated predictions database136 in the prediction unit 130.

In some embodiments, the document (or information) server is configuredto receive the annotated request 810 output from the front-end serverand to determine which document to select based on the location data andnon-location data in the annotated request. The selected document isthen transmitted by the document server 112 to the MSP server (or adexchange) via the network 200. In certain embodiments, the informationserver is a computer server, e.g., a web server, backed by a campaigndatabase server 119 that information sponsors use to periodically updatethe content thereof and may store information documents. Each of theinformation documents may be stored in a campaign database 116 in theform of, for example, an html/JavaScript file or a link thereto, which,when loaded on a mobile device, displays information in the form of, forexamples, a banner (static images/animation) or text. In certainembodiments, the document server 112 evaluates the annotated request 810based on the location predictions generated by the prediction module130.

In certain embodiments, the document selected for transmission to theMSP can be provided in the form of, for example, an html/JavaScriptfile, or a link to a universal resource location (URL), which can beused by the MSP or a mobile device to fetch the html/JavaScript file.The html/JavaScript file, once displayed or impressed on a mobiledevice, may also include one or more links that an interested user canclick to access a webpage or place a call using the mobile device. Thewebpage enables the user of the mobile device to take secondary actionssuch as downloading an app or make an on-line purchase.

In certain embodiments, the html/JavaScript file is designed such thatwhen it is displayed or impressed on a mobile device, a signal is sentby the MSP server or the mobile device automatically to the documentserver 112 either directly or via another server (e.g., the MSP serverso that the document server 112 can keep track of whether the file hasreally been impressed on the mobile device. In certain embodiments,mechanism are also put in place such that when any of the one or morelinks are clicked, or when the mobile user download an app or make apurchase from a linked webpage, a signal is also sent from the mobiledevice to the document server 112 in the background either directly orindirectly so that the document server 112 can keep track of theclicks/calls or secondary actions made in response to the impression.The document server 112 provides data of such feedback events (i.e.,impressions, clicks/calls, and secondary actions) to buffer 2, whichbuffers and outputs the data to a feedback log 118. FIG. 10 is a tableillustrating exemplary entries (or datasets) in the feedback log 118 inthe ordered of their respective time stamps, according to certainembodiments.

Thus, raw location data in requests are converted into brands andgeo-blocks in processed requests. The logged data in the requests logand the feedback log 118 collected over a period of time (e.g., sixmonths) form a large collection of mobile device data (e.g., millionsand millions of annotated requests and impression/click/call events).The dimensions of these data are usually too large to be used directlyfor meaningful location prediction. In certain embodiments, the modeltraining unit 120 is configured to reduce the dimensions of the loggeddata by extracting features and labels from the location data, to trainone or more prediction models using the features and labels, and toapply the prediction models to an appropriate feature space to obtainoff-line predictions. As shown in FIG. 1, the model training unit 120includes a data manager 121, a mobile device data database 124, afeature engineering module 122, a features/labels database 125, a modeltraining module 123, and a prediction models library.

In certain embodiments, the model training unit 120 is configured toperform a method 1100 for training a location prediction model off line,while the front end server 111 continues to receive and process incomingrequests. As illustrated in FIG. 11, method 1100 includes extracting(1110) mobile device data from datasets in the request log and feedbacklog having time stamps in a training time period, constructing (1120) atraining feature space from at least the mobile device data, extracting(1130) a set of labels from datasets in the request log having timestamps in a training time frame, and training (1140) a prediction modelusing a machine learning routine with the training feature space and theset of labels as input.

In some embodiments, the data manager 121 is configured to extractmobile device data corresponding to location events in a certain timeperiod (e.g., training time period TTP shown in FIG. 12A) from datasetsin the request log 117 having time stamps in the corresponding timeperiod. In certain embodiments, as shown in FIG. 13, the data manager121 includes a search engine configured to search, for each mobiledevice of a plurality of mobile devices, processed requests associatedwith the mobile device and having time stamps in a time period (e.g.,TTP), and a buffer configured to buffer the output from the searchengine. The data manager 121 further includes a compressor configured tocompress the buffered data, such that multiple location eventscorresponding to consecutive time stamps triggered by the mobile deviceat the same place within a preset time interval (e.g. 1 hour), arereduced to a single location event. For example, if a mobile devicetriggered the same geo-fence and the same geo-block at different timesthat are within one hour of each other, resulting in multiple locationevents related to the geo-fence or the geo-block, the multiple eventsare reduced to a single event to indicate a single visit by the mobiledevise to the triggered geo-fence or geo-block at one of the time stamps(e.g., the earliest time stamp) with a duration computed using thedifference between the earliest time stamp and a latest time stampwithin an hour from the earliest time stamp. Another location event bythe mobile device at the same place but with a time stamp beyond thepreset time interval from the earliest time stamp would be consideredanother visit to the place by the mobile device, even though the mobiledevice may have stayed at the same place during the whole time.

In certain embodiments, the search engine can be configured to onlysearch for location events with certain types of geo-fences depending onthe associated brands. For example, for certain brands, only locationevents with triggered BC places are considered as visits to thesebrands/names, for certain other brands, location events with triggeredBP places are sufficient to be considered as visits to these brands, andfor some brands, such as retail centers or shopping malls, locationevents with triggered BR places are considered as visits to thesebrands.

The data manager 121 further includes another buffer that stores thecompressed location events for the mobile device, and an aggregatorconfigured to aggregate the location events to form a set of mobiledevice data corresponding to location events in the time period TTP forthe mobile device. As shown in FIG. 14, the mobile device data 1410 forthe mobile device with the UID 36***412 may include, for example, deviceand user meta data such as age, gender, education level, and otherinformation such as maker/model, operating system, etc., aggregatedlocation events associated with each geo-block triggered by the mobiledevice during the time period TTP, aggregated location events associatedwith each brand triggered by the mobile device during the time periodTTP, aggregated feedback events associated with one or more documentsimpressed on the mobile device during the time period TTP, andaggregated usage data associated with mobile applications used on themobile device during the time period TTP. In certain embodiment, a brandis triggered when a location event 812 includes the brand. Or, if thebrand uses multiple types of fences, as described above, the brand istriggered when a location event 812 includes the brand and the fencetype specified for the prediction model to be trained.

In certain embodiments, aggregated location events associated with eachtriggered geo-block (e.g., GBx) or brand (e.g., Bx) includes, forexample, a number of visits to the geo-block or brand during the timeperiod TTP, time of last visit during TTP, average length of stay pervisit, etc. In certain embodiments, the number of visits to thegeo-block or brand is divided among a plurality of time blocks (shown asTB1, TB2, TB3) during a day, such as morning (6:00 am to 12:00 pm),afternoon (12:00 pm to 6:00 pm) and evening (6:00 pm to 6:00 am).Likewise, usage data associated with each mobile application used on themobile device during the time period TTP are aggregated likewise. Theaggregated feedback events associated with each of one or more documents(e.g., Docx) impressed on the mobile device during the time period TTPmay include, for example, a number of impressions of the document madeon the mobile device during TTP, a number of click/calls the mobiledevice made on the impressed document, and a number of secondary actionstaken with the mobile device in response to the impressed document.These numbers can also be divided among the different time blocks.

The data manager 121 is configured to perform the above searching,compression, and aggregation processes for each of the plurality ofmobile devices and to store the compressed and aggregated data for theplurality of mobile devices in the mobile device database 124. Incertain embodiment, as shown in FIG. 14, to reduce storage space in themobile device database 124, the compressed and aggregated data for eachmobile device (e.g., mobile device with UID 36***412) and for each timeperiod (e.g., time period TTP) is stored as a text string 1420 in themobile device database 124.

Since there can be thousands of different geo-blocks and brands, anddifferent mobile devices trigger different geo-blocks and brands, thedimensions of the mobile device data in the mobile device database 124are often too large, and the related data points are often too sparse tobe used directly to train prediction models by machine learning. Incertain embodiments, the model training unit 120 further includes afeature engineering module 122 configured to engineer a set of featuresfor a location group corresponding to each of the plurality of timeperiods according to a feature engineering process 1500 illustrated inFIG. 15. For example, the feature engineering module 122 is configuredto construct a training feature space for the location group using atleast the mobile device data corresponding to the training time periodTTP. In certain embodiments, the location group includes one or morelocations selected for prediction. The one or more locations maycorrespond to, for example, one or more geo-fences associated with, forexample, one or more brands or one or more categories in the geodatabase 115.

As shown in FIG. 15, to construct the training feature space for alocation group, the feature engineering module 122 is configured toselect a set of geo-blocks and determine a relevance measure for each ofthe geo-blocks with respect to the location group, as recited in block1505 of process 1500 illustrated in FIG. 15. The relevance measure (orperformance measure) for a geo-block can be determined using a varietyof relevance or performance metrics, as discussed in further detailbelow. For example, the relevance measure for the geo-block with respectto a location group can be determined using a first number of distinctmobile devices that triggered the geo-block during a pre-selected timeperiod and a second number of the mobile devices that triggered thegeo-block and also triggered the brand or category associated with anyof the locations in the location group during the same time period. Therelevance measure can simply be a ratio of the second number to thefirst number or some other combination of the two numbers and/or otherfactors. The first number and the second number can be determined usinglogged request data or extracted mobile device data. Other examples ofdetermining the relevance measures (or performance measures) areprovided in commonly-owned U.S. patent application Ser. No. 15/999,330,filed Aug. 17, 2018, now U.S. Pat. No. 10,278,014, which is incorporatedherein by reference in its entirety.

In certain embodiments, the feature engineering module 122 is furtherconfigured to assign the selected geoblocks into a number of geo-block(GB) brackets according to their respective relevance measures (orperformance measures), as recited in block 1510 of process 1500illustrated in FIG. 15. In certain embodiments, the selected geo-blocksare divided into a number of geo-block brackets each corresponding to adistinct range of relevance measures (or performance measures). Forexample, suppose there are 2000 selected geo-blocks, which can be all ofthe geo-blocks in one or more targeted geo-graphical regions, and thereare 20 geo-block brackets (e.g., GBB1, GBB2, . . . , GBB20), thegeo-blocks in GBB1 could include 100 geo-blocks with the highestrelevance or performance measures, the geo-blocks in GBB2 could include100 geo-blocks with the next highest relevance or performance measures,and so on. Assigning the geo-blocks into geo-block brackets largelyreduces the data dimensions.

In certain embodiments, the feature engineering module 122 is furtherconfigured to select a set of brands, which may be, for example a set ofrelatively big brands (BB) that have sizable visits by mobile users toallow sufficient density of data, as recited in block 1505 of process1500 illustrated in FIG. 15. Depending on how many brands are selected,the feature engineering module 122 may be further configured to assignthe selected big brands into a number of big brand (BB) bracketsaccording to their respective measures of relevance, as recited in block1520 of process 1500 illustrated in FIG. 15. The feature engineeringmodule 122 may be configured to determine the relevance measure for eachselected brand with respect to the location group. The relevance measurefor a brand can be determined using a third number of distinct mobiledevices that triggered the brand during a pre-selected time period and afourth number of the mobile devices that triggered the brand and alsotriggered a brand associated with any of the locations in the locationgroup during the same time period. The relevance measure can simply be aratio of the fourth number to the third number or some other combinationof the two numbers and/or other factors. The third number and the fourthnumber can be determined using logged request data or extracted mobiledevice data.

In certain embodiments, the selected brands are divided into a number ofbig brand brackets (BBB) each corresponding to a distinct range ofrelevance measures. For example, suppose there are 1000 selected brands,and there are 20 big brand brackets (e.g., BBB1, BBB2, . . . , BBB20),the brands in BBB1 could include 50 brands with the highest performancemeasures, the brands in BBB2 could include 50 geo-blocks with the nexthighest performance measures, and so on. Selecting the big brands andoptionally assigning them to the big brand brackets further reduces thedata dimensions.

The feature engineering module 122 is further configured to construct aset of features for each of the plurality of mobile devices using themobile device data associated with the mobile device and correspondingto the training time period TTP. As shown in FIG. 15, the featureengineering module 122 is configured to: select a user from among aplurality of users (block 1525 of process 1500), generate featuresrelated to each geo-block bracket for the user (block 1530 of process1500), generate features related to retail geo-blocks for the user(block 1535 of process 1500), identify a set of most frequently visitedgeo-blocks (MFVGB-1, . . . , MFVGB-n) for the user and generate featuresrelated to each of the MFVGBs for the user (block 1540 of process 1500),generate features related to each BB or BB bracket (BBB) for the user(block 1545 of process 1500), and generate one or more other featuresfor the user (block 1550 of process 1500). In certain embodiments, theset of MFVGBs may include a MFVGB from each of a plurality of geo-blockfunctionalities, such as retail, residential, industrial, etc. Thus, theMFVGBs may include a residential MFVGB, which could be the home of themobile user, an industrial MFVGB, which could be the workplace of themobile user, and a retail MFVGB, which may be where the individual doesmost of the shopping, etc.

FIG. 16 illustrates as examples a set of features for a mobile devicewith UID 52**256 for the time period TTP. As shown in FIG. 16, the setof features may include device/user meta data. The features related toeach GBB of the geo-block brackets (GBB₁, GBB₂, . . . , GBB_(m)) includea number of visits to any geo-block in the GBB during the time periodTTP, time of last visit to any geo-block in the GBB during TTP, anaverage length of stay per visit to any geo-block in the GBB during TTP,etc. In certain embodiments, the number of visits to the GBB is dividedamong a plurality of time blocks (shown as TB1, TB2, TB3) during a day,such as morning (6:00 am to 12:00 pm), afternoon (12:00 pm to 6:00 pm)and evening (6:00 pm to 6:00 am).

Likewise, the features related to each BB or BBB of the big brands (BB₁,BB₂, . . . , BB_(m)) or big brand brackets (BBB₁, BBB₂, . . . , BBB_(m))include a number of visits to the BB or any brand in the BBB during thetime period TTP, time of last visit to the BB or any brand in the BBBduring TTP, an average length of stay per visit to the BB or any brandin the BBB during TTP, etc. In certain embodiments, the number of visitsto the BB or any brand in the BBB is divided among a plurality of timeblocks (shown as TB1, TB2, TB3) during a day, such as morning (6:00 amto 12:00 pm), afternoon (12:00 pm to 6:00 pm) and evening (6:00 pm to6:00 am).

A retail geo-block is a geo-block having a retail functionality, asindicated by its associated meta data. In certain embodiments, thefeatures related to the retail geo-blocks among the selected geo-blocksinclude a number of weighted visits and a number of net visits. Thenumber of net visits is the number of visits made with the mobile deviceto any of the retail blocks within the time period TTP, as determinedusing the mobile device data associated with the mobile device andcorresponding to the TTP. The number of weighted visits is the weightedsum of a number of visits to each of the retail geo-blocks multiplied bya weight of the retail geo-block. The weight of the retail geo-block canbe computed based on a fifth number of distinct mobile devices thattriggered the retail geo-block during a pre-selected time period and asixth number of the mobile devices that triggered the retail geo-blockand also triggered a brand associated with any of the locations in thelocation group during the same time period. The weight can simply be aratio of the sixth number to the fifth number or some other combinationof the two numbers and/or other factors. The sixth number and the fifthnumber can be determined using logged request data or extracted mobiledevice data.

In certain embodiments, the most frequently visited geo-block (MFVGB) isthe geo-block that has the most number of visits from the mobile devicecompared to the other selected geo-blocks. The features associated withthe MFVGB can include for example, a number of visits to the MFVGB bythe mobile device during the time period TTP, and the distance from theMFVGB to a nearest location among the locations in the location group.In certain embodiments, the number of visits to the MFVGB is dividedamong a plurality of time blocks (shown as TB1, TB2, TB3) during a day,such as morning (6:00 am to 12:00 pm), afternoon (12:00 pm to 6:00 pm)and evening (6:00 pm to 6:00 am).

In certain embodiments, the set of features for the mobile device mayinclude other features, such as mobility features and feedback features.The mobility features may include, for example, a number of distinctbrands triggered by the mobile device during the time period TTP, and aGB ratio of a number of distinct geo-blocks triggered by the mobiledevice to the sum of visits to all of the triggered geo-blocks duringthe time period TTP. The feedback features may include, for example,pre-exposure feature, which may be a number impressions of one or moredocuments related to the location group on the mobile device during thetime period TTP, a click/call ratio, which may be the ratio of a numberof times a click is made on the mobile device in response to the one ormore documents to the number of impressions of the one or moredocuments, and a secondary action ratio, which may be the ratio of anumber of times secondary actions are made on the mobile device inresponse to the one or more documents to the number of impressions ofthe one or more documents.

The sets of features for all of the plurality of mobile devices togetherform a feature space. The feature space corresponding to the time periodTTP is referred to herein as the training feature space.

In certain embodiments, the feature generator is further configured toextract a set of labels corresponding to a time frame (e.g., TTF shownin FIG. 12A) immediately or shortly after the training time period TTP,for the plurality of mobile devices. For example, TTP can be the past1-3 months from the day on which the training feature space isconstructed, and TTF can be the next 1-2 weeks from the day on which thetraining feature space is constructed. Note that the beginning of TTFand the end of TTP do not have to coincide. For example, they can be upto a day or a few days apart from each other. The set of labels can beextracted from location events in the processed requests having timestamps in the time frame. In certain embodiments, the set of labelsinclude one label for each of the plurality of mobile devices and thelabel is a “1” or “0” depending on whether the mobile device hastriggered a geo-fence or brand associated with the location group duringthe time frame, as shown in FIG. 17A.

As shown in FIG. 1, the model training unit 120 further includes a modeltraining module 123 configured to employ machine learning approaches totrain a prediction model using the training feature space and the set oflabels. In certain embodiment, the training module uses, for example,the Hadoop® Hive machine learning platform. The machine learningapproaches used to train the off-line prediction models may includerandom forest, decision trees, and/or boosting trees. The machinelearning approaches used in to train the on-line prediction model mayinclude any one or more of: supervised learning using, for example,logistic regression, back propagation neural networks, etc.,unsupervised learning using, for example, an Apriori algorithm, K-meansclustering, semi-supervised learning, reinforcement learning using, forexample, a Q-learning algorithm, temporal difference learning, and/orany other suitable learning style.

The model training module 123 may train a plurality of prediction modelsfor different location groups associated with different informationcampaigns, respectively. As shown in FIG. 1, the model training unit 120further includes a prediction models database 126 storing therein amodel library including prediction models trained by the trainingmodule, each prediction model in the model library corresponds to acombination of a location group, a training time period and a trainingtime frame.

As the front-end server continues to receive and process requests andgenerate additional datasets in the request log 117 corresponding to theprocessed requests, the data manager 121 is configured to extract mobiledevice data corresponding to a prediction time period (e.g., time periodPTP, as shown in FIG. 12A) periodically (e.g., once per day) for each ofa plurality of mobile devices, and the feature generator is furtherconfigured to construct a set of features corresponding to theprediction time period PTP for each of a plurality of mobile devices.The prediction time period has the same duration as the training timeperiod and its start time (or end time) may be reset periodically (e.g.,every time when structured mobile device data and the featurescorresponding to the PTP are updated), so that its end time is at orshortly before (e.g., within a day from) the time when the mobile devicedata for the prediction time period is recalculated.

As shown in FIG. 12A, the prediction time period has a start time T_(p)sometime after a start time T_(t) of the training time period and an endtime at or shortly before a time when prediction is being made. Incertain embodiments, both TTP and PTP have about the same duration,which can be for example, several weeks to several months (e.g., 1-3months) to allow sufficient size of the data pool for featureengineering. The mobile devices associated with the aggregated datacorresponding to different time periods do not have to be the same. Forexample, the mobile devices associated with the aggregated datacorresponding to time period PTP may be the same plurality of mobiledevices associated with the aggregated data corresponding to the timeperiod TTP or a different set of mobile devices.

As shown in FIG. 1, the prediction unit 130 includes a prediction module131 configured to select and apply a prediction model to a predictionfeature set to obtain a corresponding prediction result. As shown inFIG. 17B, each prediction result corresponds to a mobile device, alocation group and a prediction time frame, and indicates a predictedprobability of the mobile device having at least one location event atany of the locations in the location group during the prediction timeframe.

FIG. 17B illustrates a set of prediction results generated by theprediction module 131 after applying the prediction model correspondingto a location group to the feature sets of a plurality of mobile devicesaccording to some embodiments. The set of prediction results includepredicted probabilities of respective mobile devices to have locationevents at any of the location group within a prediction time frame PTFafter the prediction time period PTP. The set of prediction resultsshown in FIG. 17B are then stored in a general predictions database 134,as they are general prediction results not tailored (or calibrated) to aspecific information campaign. In some embodiments, the prediction timeframe (e.g., PTF shown in FIG. 12A) is immediately or shortly after theprediction time period PTP. For example, PTP can be the past 1-3 monthsfrom the day on which the prediction feature space is constructed, andPTF can be the next 1-2 weeks from the time or the day in which theprediction is made. Thus, the beginning of PTF can be immediately or upto a day or a few days from the end of PTP.

In some embodiments, as shown in FIG. 1, the prediction unit 130 furtherincludes a model calibration module 132 configured to train calibrationmodels and a prediction calibration module 133 configured to calibratethe general predictions to suit specific campaigns. FIG. 18A is aflowchart illustrating a method 1801 performed by system 100 to machinetrain a calibration model for an information campaign in-flight (e.g.,after the information campaign has been running for a certain amount oftime) according to some embodiments. As shown in FIG. 18A, method 1801includes obtaining (1801) a general prediction model suitable for theinformation campaign using, for example, method 1100 and the predictionunit 120. For example, the general prediction model is trained withrespect to one or more predefined locations or places associated withthe information campaign and can be used to predict probabilities ofmobile devices in a general audience that may or may not have beenqualified for the information campaign and/or impressed with informationassociated with the information campaign to visit the one or morepredefined locations or places.

In some embodiments, method 1801 further includes applying (1820) theprediction model to feature sets of qualified mobile devices (e.g.,mobile devices associated with information requests qualified for theinformation campaign) to obtain predicted visitation probabilities. Forexample, during the information campaign, a plurality of informationrequests are successively received (1822) by the front end server 111during a time period TP shortly after the campaign has started (e.g., inthe first day of the campaign), as shown in FIG. 12A. Each respectiverequest of the plurality of information requests includes a respectivetime stamp, respective location data indicating a location of arespective mobile device at a time indicated by the respective timestamp, and non-location data. As discussed above, the plurality ofinformation requests are successively processed by the front end server111 as they are received, resulting in at least some of mobile devicesidentified in the plurality of information requests being qualified forthe information campaign. In some embodiments, a mobile device isqualified for the information campaign when an information requestidentifying the mobile device is qualified for the information campaign,and the information request is qualified for the information campaignwhen the non-location data and/or location data meet a set of criteriadefined by a set of campaign parameters of the information campaign. Themobile device associated with a qualified information request isreferred to here as a qualified mobile device.

In some embodiments, for each qualified request, a feature setcorresponding to a mobile device associated with the qualified requestcan be retrieved from the features/labels database 125 shown in FIG. 1.As discussed above, the feature set may be constructed from processedrequests associated with the mobile device in the request database andfeedback data associated with the mobile device from the feedbackdatabase. The feature set is updated periodically (e.g., daily) so thatit is constructed from such data with time stamps in a most recentprediction time period PTP that is close to the time t_(c) of therequest (e.g., 1-3 months before start of the information campaign), asshown in FIGS. 9, 10 and 12A. The feature set can be used to generallypredict a probability of the mobile device to have at least one locationevent at any of the one or more predefined locations or placesassociated with the information campaign during a correspondingprediction time frame PTF (e.g., 1-2 weeks after start of theinformation campaign), as shown in FIGS. 9, 10, and 12A.

Method 1801 further includes applying (1824) by the prediction module131 the general prediction model to respective feature setscorresponding to respective qualified mobile devices associated withrespective qualified requests among the plurality of requests to obtainpredicted probabilities for the respective qualified mobile devices tohave location events at any of the one or more predefined locations orplaces associated with the information campaign during the predictiontime frame PTF. As discussed above, in some embodiments, a respectivefeature set is constructed using data in respective datasets stored inthe one or more databases. The respective datasets are associated with arespective qualified mobile device and including time stamps in thecorresponding prediction time period (e.g., time period PTP). Method1801 further includes presenting the qualified information requests forfulfilment. In some embodiments, the front end server 111 presents aqualified information request for fulfillment by first placing a bid forthe qualified information request at the source of the informationrequest (e.g., an ad exchange or a MSP), and in response to the bidbeing accepted, sending the corresponding processed request to the adserver for fulfillment. In some embodiments, the bid includes a bidprice that is dependent on a predicted probability corresponding to themobile device associated with the qualified request.

In some embodiments, method 1801 further includes receiving (1830) bythe document server 112 feedback data indicating at least a portion ofthe qualified mobile devices having been impressed with informationassociated with the information campaign, responsive to at least aportion of the qualified requests among the plurality of informationrequests. Method 1801 further includes determining (1840) by the modelcalibration module 132 detected visitation rates corresponding torespective ranges of predicted probabilities of the impressed mobiledevices. In some embodiments, the model calibration module 132 searchesin the mobile device database 124 to determine which of the qualifiedmobile devices have been impressed with information associated with theinformation campaign and which of the impressed mobile devices have hadlocation events (or visitation events) at any of the one or morepredefined locations or places during relevant time frames. FIG. 19 is atable illustrating impression events and detected visitation eventsassociated with certain mobile devices.

The impressed mobile devices are then divided based on their respectivepredicted probabilities, as determined in process 1820, into a pluralityof probability brackets. For example, as shown in FIG. 20, a firstportion of the impressed mobile devices having predicted probabilitieslarger than 0% and smaller than or equal to 1% are allocated to a firstprobability bracket, a second portion of the impressed mobile deviceshaving predicted probabilities larger than 1% and smaller than or equalto 2% are allocated to a second probability bracket, . . . , and a 100thportion of the impressed mobile devices having predicted probabilitieslarger than 99% and smaller than or equal to 100% are allocated to a100th probability bracket. A detected visitation rate for the mobiledevices in each of the plurality of probability brackets are thendetermined using, for example, subsequent request data associated withthe mobile devices received during corresponding time frames. In someembodiments, each of the mobile devices in a probability bracket islabeled with “0” if there is no location event associated with themobile device at any of the one or more predefined locations or placesassociated with the information campaign, or labeled as “1” if there isat least one location event associated with the mobile device at any ofthe one or more predefined locations or places, based on subsequentlyprocessed requests with time stamps during the respective time frame.The detected visitation rate for a probability bracket can be, forexample, a ratio of a number of mobile devices labeled with “1” in theprobability bracket to a total number of the mobile device allocated tothe probability bracket.

FIG. 21 includes a plot of detected visitation rates (thick solid line)and a plot of general predicted probabilities (thin solid line)corresponding to mobile devices in respective probability brackets. Asshown, the predicted probabilities are significantly lower than thecorresponding detected visitation rates for mobile devices in the30^(th) to 75^(th) probability brackets, and significantly higher thanthe corresponding detected visitation rates for mobile devices in the80^(th) to 100^(th) probability brackets. In some embodiments, thedetected visitation rates and the general predicted probabilities areused to train (1850) a calibration model using, for example, isotonicregression, by the model calibration module 132. The trained calibrationmodel (plotted in thick dotted line) is stored in the calibration modelsdatabase 135. As shown in FIG. 1, the prediction unit 130 furtherincludes a prediction calibration module 133 configured to apply thecalibration model to the general predicted probabilities to generatecalibrated predictions (plotted as dashed line), which are much more inline with the detected visitation rates than the general predictedprobabilities.

In some embodiment, after the prediction time frame PTF, the calibrationmodel trained using mobile device data in the prediction time period PTPand in the prediction time frame PTF is used by the predictioncalibration module 133 to calibrate the general predictions generated bythe prediction module 131 to obtain calibrated predictions, which arestored in the calibrated prediction data base. Compared to the generalpredictions, the calibrated predictions are much more accurate inpredicting visitations associated with mobile devices qualified in theinformation campaign and/or impressed with information associated withthe information campaign.

In some embodiments, instead of waiting until after the prediction timeframe PTF (e.g., 1-2 weeks) after the start of the campaign to train acalibration model, a calibration model for a current informationcampaign can be cold-start trained before or shortly after the start ofthe current information campaign. In some embodiment, a campaigncomparison model is first trained, which can be used to determine whichhistorical campaign(s) is similar to the current information campaign.FIG. 18B illustrates a method 1802 of training a campaign comparisonmodel according to some embodiments. As shown in FIG. 18B, method 1802includes obtaining a calibration model for each respective historicalcampaign of a plurality of historical campaigns. For example, thecalibration model can be obtained for the respective historical campaignusing method 1801 discussed above. As shown in FIG. 12B, a predictionmodel can be trained for the historical campaign using a feature spaceconstructed from mobile device data in a training period TTP_(h) and aset of labels extracted from mobile device data in a training time frameTTF_(h) before the start of the historical campaign, and the calibrationmodel can be trained using a feature space constructed from mobiledevice data in a prediction period PTP_(h) and mobile device data in aprediction time frame PTF_(h), as discussed above with reference toFIGS. 18A and 19-21.

FIG. 22 is a table illustrating campaign parameters of varioushistorical campaigns. The campaign parameters include identification ofa pricing model (e.g., Cost-per-Click or CPC, Cost-per-Visit or CPV,Cost-per-Mille or Cost-per-Thousant-Impression or CPM, Cost-Per-Action,Cost-Per-Acquisition (CPA), Cost-Per-Lead (CPL), andCost-Per-Installation (CPI), etc.). The campaign parameters furtherinclude parameters related to a target audience, such as age range,gender type, education level, customer segment or affinity (e.g.,loyalty or conquest), geographical area in which the audience is located(e.g., POI, mall, city, state, zip code, etc.), type of geo-fence forthe geographical area (e.g., radial, premise, neighborhood (NH), etc.).The campaign parameters further include parameters defining a type ofmobile devices (e.g., iPhone 8+, Galaxy S9+, etc.), a type ofadvertisement (e.g., banner, animation, interactive, video, etc.), amobile apps in which the ad is displayed, etc. The campaign parametersfurther include parameters related to one or more target locations orPOIs, to which the campaign is designed to drive visits, such as a brandfor the POIs, and a geographical area in which the POIs are situated,etc.

As shown in FIG. 18B, method 1802 further includes constructing (1865) aset of campaign features for each of the plurality of historicalcampaigns. For example, as shown in FIG. 23, the set of campaignfeatures for a particular historical campaign can include featuresrelated to the one or more target points of interest (POIs), such as anumber of visits by mobile users per a specific length of time (e.g.,one week) (e.g., as indicated by mobile device data), a percentage ofthe one or more POIs among all of the POIs in the same brand/category,and a category of the POIs (e.g., general stores, department stores,grocery stores, apparel shops, sports shops, restaurants, shoppingmalls, theatres, etc.). The set of campaign features further includesfeatures related to a target audience (e.g., age range, gender type,education level, customer segment or affinity, geographical area, thetype of geo-fences used to define the geo-graphical area, etc.), andfeatures related to mobile device type(s), ad type(s), mobile app(s),etc., that are specified by the historical campaign.

Method 1802 then proceeds to form (1870) campaign pairs, each campaignpair including two distinct historical campaigns among the plurality ofhistorical campaigns. As shown in FIG. 24, which lists various campaignpairs formed using the plurality of historical campaigns and thecampaign feature sets for each campaign pair. In some embodiments, thecampaign pairs include some or all of the distinct campaign pairs thatcan be formed with the plurality of historical campaigns. For example,for a plurality of n historical campaigns, there can be, for example,(n−1)! distinct campaign pairs. In some embodiments, n is sufficientlylarge to provide sufficient data to train the campaign comparison model.For example, n>100, or n>1000.

In some embodiments, as shown in FIG. 18B, method 1802 furthercomprises, for each campaign pair, constructing (1880) a set of campaigncomparison features from the campaign features associated with thecampaign pair, and extracting (1885) a difference value indicating adifference between the calibration models of the historical campaigns inthe campaign pair. In some embodiments, as shown in FIG. 24, the set ofcampaign comparison features can simply be the combination of the setsof campaign features of the campaign pair. In some embodiments, as shownin FIG. 25, the difference value for a campaign pair including campaignsA and B can be measured by plotting the calibration models as curves CF₁and CF₂ associated with campaign A and campaign B, respectively, and sumup the areas between the two curves. In some embodiments, as shown inFIG. 18B and FIG. 24, the campaign comparison features and the measureddifference values of respective campaign pairs can then be used asfeatures and labels to train (1890) a campaign comparison model by themodel calibration module 132.

In some embodiments, the trained campaign comparison model is stored inthe calibration models database 135 and is used to determine adifference between the current campaign and each of a set of historicalcampaigns. FIG. 18C is a flowchart illustrating a method 1803 ofobtaining a calibration model for a current campaign using calibrationmodel(s) of one or more similar historical campaigns according to someembodiments. As shown in FIG. 18C, method 1803 includes forming (1890) aplurality of campaign pairs, each of the plurality of campaign pairsincluding the current campaign and the historical campaign of a set ofhistorical campaigns. The set of historical campaigns can be the same ora different set of historical campaigns used to train the comparisonmodel. Method 1803 further includes, for each respective campaign pairincluding the current campaign and a respective historical campaign,constructing (1892) a set of campaign features for the campaign pair,and applying (1894) the campaign comparison model to the set campaignfeatures for the respective campaign pair to obtain a respectivedifference measure corresponding to the respective historical campaign,the respective difference measure indicating a predicted differencebetween the calibration model of the current campaign the calibrationmodel of the respective historical campaign. In some embodiments, asshown in FIG. 26, the set of campaign features can be the combination ofcampaign features associated with the historical campaign and campaignfeatures associated with the current campaign. For example, the campaignfeatures associated with the historical campaign can include featuresshown in FIG. 23, and so can the campaign features associated with thecurrent campaign. FIG. 26 also illustrates the predicted differencemeasures corresponding to respective historical campaigns.

In some embodiments, as shown in FIG. 18C, method 1803 further includesselecting (1896) one or more similar campaigns from the set ofhistorical campaigns based on the difference measures corresponding tothe set of historical campaigns. For example, as shown in FIG. 27, theset of historical campaigns can be ranked based on their predicteddifferent measures with respect to the current campaign. The historicalcampaign(s) with the lowest similarity measure(s) is then selected asthe similar campaign(s). For example, as shown in FIG. 27, campaignsC25682, C65248 and C32658 each has predicted difference measures thatcan be rounded up to 1% and is significantly lower than the next lowestdifference measure of 2.09%. So, campaigns C25682, C65248 and C32658 inthis example are selected as the similar campaigns. As shown in FIG.18C, method 1803 further includes obtaining (1898) the calibration modelfor the current campaign from one or more calibration models of the oneor more similar campaigns. For example, if the one or more similarcampaigns include just one similar campaign, the calibration model ofthe one similar campaign can be used as the calibration model for thecurrent campaign. On the other hand, if the one or more similarcampaigns includes multiple similar campaigns, the calibration model forthe current campaign can be obtained by taking an average of thecalibration models of the multiple similar campaigns.

FIG. 28 is a flowchart illustrating a method 2800 of conducting thecurrent campaign according to some embodiments. As shown in FIG. 28,method 2800 includes obtaining (2810) a prediction model for the currentcampaign, and obtaining (2820) a calibration model for the currentcampaign based on a set of campaign parameters of the current campaign.In some embodiments, the prediction model can be trained with respect toone or more predefined locations or places associated with the currentcampaign, as described above with references to FIGS. 11-17. In someembodiments, the calibration model for the current campaign can betrained before the start of the current campaign, as described abovewith references to FIGS. 18B-18C and 22-27. The calibration model canalso be trained during the campaign, as described above with referencesto FIGS. 18A and 19-21.

With the prediction model and the calibration model in store, method2800 proceeds to process information requests during the currentcampaign, and to determine (2830), for each respective request receivedduring the current campaign, if the respective request qualifies for thecurrent campaign. In some embodiments, method 2800 includes, in responseto the respective request qualifying for the information campaign,presenting (2850) the respective request for fulfillment. In someembodiments, presenting the respective request for fulfillment mayinclude, for example, predicting a probability for a respective mobiledevice associated with the respective request to have at least onelocation event at any of the one or more locations associated with theinformation campaign during a specific time frame. In some embodiments,the specific time frame can be a time frame of a predefined duration(e.g., 1-2 weeks) from the time of the request. For example, as shown inFIG. 12B, for a first request with a first time stamp at time t₁ afterthe start of the current campaign at time t_(s), the specific time framePTF₁ can be 1-2 weeks from time t₁, or from a preset time (e.g.,midnight) on the day of time t₁. To obtain the predicted probability forthe respective mobile device in response to the respective request, theprediction model is applied to a set of features associated with themobile device and constructed from mobile device data associated withthe mobile device with time stamps in a specific time period PTP₁, whichcan be, for example, the past three months before the day of time t₁.Thus, the specific time frame PTF₂ and the specific time period PTP₂ canbe different for another request with time stamp t₂ on a different day,as shown in FIG. 12B.

As shown in FIG. 28, in some embodiments, method 2800 further includescalibrating (2864) the prediction result by applying the calibrationmodel to the prediction result to obtain a calibrated predictionprobability, and presenting (2870) the respective request forfulfillment based at least on the calibrated prediction probability. Asdiscussed above, in some embodiments, based on the calibrated predictionprobability, the front end server 111 determines whether to place a bidfor the respective request at the exchange or MSP, and, in the case thebid is placed and accepted, transmit the annotated request to thedocument (or information) server in the system 100. In certainembodiments, the front end server 111 has access to the locationpredictions stored in a calibrated predictions database 136 in theprediction unit 130. In some embodiments, especially when the pricingmodel for the current campaign is based on store visitations, the bidcan include a bid price that is dependent on the calibrated predictionprobability corresponding to the mobile device associated with thequalified request.

In some embodiments, the current campaign can be budgeted or pricedbased on detected store visit conversions (e.g., mobile devices havinglocation events at any of one or more designated locations or storesduring predefined attribution periods after being impressed withinformation associated with the information campaign). For example, theinformation campaign can be set up with a budget to drive a certainnumber of store visit conversions. This type of information campaignsare usually difficult to pace because conversions may happen days orweeks after impressions, during which the information campaigns arecarried out without knowledge of how many of the impressions paid duringthese periods of time will produce conversions. As a result, it is easyfor such an information campaign to run over or under the budget.

FIG. 29 is a flowchart illustrating a method 2900 of pacing astore-visit-conversion-based information campaign using locationprediction according to some embodiments. As shown in FIG. 29, method2900 includes machine training (2910) a location prediction model for aninformation campaign, which may include, for example, obtaining (2810) aprediction model, and, if the prediction model is not obtainedspecifically for the information campaign, obtaining (2820) acalibration model for the information campaign based on a set ofcampaign parameters of the information campaign, as discussed above withreference to FIG. 28. In some embodiments, as shown in FIG. 30A, theprediction model is trained using logged mobile device data with timestamps in a training time period TTP, and detected location events in atraining time frame TTF, before the information campaign is started. Insome embodiments, the information campaign has a set of campaignparameters, such as those discussed above with reference to FIG. 22. Insome embodiments, the campaign parameters may include, among otherthings, parameters specifying one or more places of interest (POIs), atime span for the information campaign, and a budget to pay for acertain number of store-visit-conversions or conversions to be achievedby the information campaign during the time span. In some embodiments, arespective conversion is associated with a particular mobile device andcorresponds to the particular mobile device having at least one locationevent at any of the one or more POIs during an attribution period afterthe particular mobile device is impressed with information associatedwith the information campaign.

In some embodiments, as shown in FIG. 30B, the time span T of theinformation campaign includes a plurality of successive time units(e.g., Day 1 through Day 45), and method 2900 further includes, for arespective time unit of the plurality of successive time units,determining (2920) a respective target number of conversions to beachieved by a respective part of the information campaign conductedduring the respective time unit. For example, if the time span T of theinformation campaign is 45 days, and the budgeted number of conversionsNC_(T) to be achieved by the information campaign during the time spanis 45,000, it may be desirable to pace the information campaign suchthat, for each of the 45 days, about 1,000 unique mobile devices amongthose mobile devices impressed on that day would each have a locationevent in any of the one or more POIs during an attribution period (e.g.,14 days) starting on that day. According to some embodiments, at thestart of the information campaign, a first number of conversions NC₁ tobe achieved by a first part of the information campaign conducted duringDay 1 is determined by dividing the budgeted number of conversionsNC_(T) to be achieved by the information campaign during the time spanby the total number of successive time units N in the time span. Forexample, if NC_(T)=45,000, N=45, then NC₁=NC_(T)/N=1,000, as shown inthe table in FIG. 32B, in the row for Day 1 and in the column under theheading “Target No. of Conversions to be Generated in Day (NCi).”

In some embodiments, the plurality of successive time units are notuniform (e.g., time units near the beginning of the campaign can beshorter than time units near the middle or end of the campaign, or viceversa). In some embodiments, the information campaign is not uniformlypaced (e.g., the campaign can be paced to generate more conversions nearthe beginning of the campaign than near the middle or end of thecampaign, or vice versa).

In some embodiments, as shown in FIG. 29, method 2900 further includes,for each particular information request of the respective plurality ofinformation requests (e.g., request R-1 shown in FIGS. 30A and 30B)received during the respective time unit, determining (2930) if theparticular information request qualifies for the information campaignbased on request data associated with the particular information requestand the set of campaign parameters of the information campaign. In someembodiments, a request qualifies for the information campaign if therequest data associated with the request matches certain criteriaspecified by certain campaign parameters of the information campaign.For example, if the information campaign targets a certain type ofaudience in a certain geographical area, and the request data specifiesthat the user of the mobile device associated with the request belongsto the certain type of audience and the location of the mobile device isin the certain geographical area, the request would be determined asbeing qualified for the information campaign.

In some embodiments, as shown in FIG. 29, method 2900 further includes,in response to the particular information request qualifying for theinformation campaign, predicting (2940) a conversion probability for theparticular mobile device using the location prediction model, anddetermining (2950) a response to the particular information requestbased at least in part on the conversion probability and on therespective target number of conversions. In some embodiments, theconversion probability corresponds to a predicted probability of theparticular mobile device having at least one location event at any ofthe one or more POIs during a particular time frame (or attributionperiod) after the particular mobile device is impressed with informationassociated with the information campaign. For example, as shown in FIG.30A, predicting (2940) a conversion probability for the particularmobile device using the location prediction model includes applying thelocation prediction model to a set of features constructed using mobiledevice data associated with the particular mobile device and having timestamps in a corresponding prediction time frame (e.g., PTP-1corresponding to request R-1 received at t1 during Day 1, PTP-2corresponding to request R-2 received at t₂ during Day 14, or PTP-3corresponding to request R-3 received at t3 during Day 31) to obtain apredicted probability of the particular mobile device to have a locationevent at any of the one or more POIs during a corresponding predictiontime frame (e.g., PTF-1 corresponding to R-1, PTF-2 corresponding torequest R-2, or PTF-3 corresponding to request R-3) that substantiallycoincides with a corresponding attribution period for the particularrequest (e.g., R-1) if an impression event occurs shortly (withinseconds, minutes or an hour) after the particular request is presentedfor fulfillment. In some embodiments, predicting (2940) a conversionprobability for the particular mobile device using the locationprediction model may further include calibrating the predictedconversion probability with the calibration model, as discussed above.

In some embodiments, the front end server 111 receives informationrequests (e.g., R-1, R-2, R-3) from a real-time bidding system, anddetermines whether to respond to an information request by placing a bidfor it. The probability of the front end server 111 winning such a bidis dependent on a win rate, which can be, for example, a percentagemetric that measures the number of impressions won over the number ofimpressions bid during part or all of the information campaign. In someembodiments, the win rate is a function of the bid price (e.g., thehigher the bid price, the more likely it is to win the bid) and otherfactors, or WR=f(P,ξ₁, ξ₂, . . . ), where WR represents the win rate, Prepresents the bid price, and ξ₁, ξ₂, . . . are a set of parametersrelated to the other factors that affect the win rate, such as source ofrequest, location events in processed request, mobile user age, gender,. . . , etc. In some embodiments, to increase return on investment (ROI)for an information campaign budgeted based on store visit conversions,the bid price for a qualified request is determined based on itspredicted conversion probability (e.g., as shown in FIG. 32A, aqualified request with a higher predicted conversion probability is bidfor with a higher price and thus has a higher chance of winning animpression than a qualified request with a lower predicted conversionprobability), or P=g(PCP), where PCP represents the predictedprobability, and g represents a pricing model for at least a specificportion of the information campaign, which defines a relation betweenthe predicted probability and the bid price. Thus, the win rate for abid on a qualified request in such an information campaign is a functionof predicted conversion probability, e.g.,

WR=F(PCP,ξ ₁,ξ₂, . . . )

which defines a win rate profile representing, e.g., a relation betweenthe predicted conversion probability and the win rate, which can beadjusted by adjusting a pricing model, e.g., a relation between the bidprice and the predicted conversion probability.

In some embodiments, the bid price, and thus the win rate, is presetbased on the respective target number of conversions to be achieved bythe information campaign conducted during the respective time unit, suchthat, a number of predicted conversions generated by the informationcampaign during the respective time unit corresponds to the respectivetarget number of conversions (e.g., the difference between the number ofpredicted conversions and the respective target number of conversions isless than, for example 5% or 10%, of either number or an average of thetwo numbers). For example, for the nth time unit, a win rate profile,e.g., a relationship between the win rate WR and the predictedconversion probability is selected such that:

${\sum\limits_{k}{M_{k}PC{P_{k} \cdot W}R_{k}}} \approx {NC_{n}}$

where the summation is through a plurality of conversion probabilitybrackets k (e.g., k=1, 2, . . . 100) each corresponding to a respectiveone of a plurality of conversion probability values PCP_(k) (e.g.,PCP₁=1%, PCP₂=2%, . . . , PCP₁₀₀=100%), M_(k) represents an estimatednumber of mobile devices corresponding to the kth conversion probabilitybracket (e.g., mobile devices each associated with at least onequalified request received during the nth time unit and having aconversion probability larger than PCP_(k-1) and smaller or equal toPCP_(k)), WR_(k) represents the win rate based on the price selected forconversion probability PCP_(k).

In some embodiments, Σ_(k)M_(k)PCP_(k)·WR_(k)≈NC_(n) for the nth timeunit is achieved by modeling a win rate profile or pricing model usingprevious mobile device data (e.g., mobile device data from any of timeunits 1 through (n−1), or, if the current time unit is at the beginningof the information campaign, mobile device data from a period of timeshortly before the information campaign), projecting a number ofpredicted conversions at various points of time during the nth time unitusing the win rate profile or pricing model, the previous mobile devicedata, and the targeted number of predicted conversions for the nth timeunit; comparing actual number of predicted conversions with theprojected number or predicted conversions at various points of timeduring the nth time unit, and adjusting the win rate profile or pricingmodel (and thus a rate at which information requests are fulfilled), ifneeded, based on the comparison. FIG. 31A shows plots of M_(k) acrossthe probability brackets (k=1, 2, . . . 100) based on the previousmobile device data. In some embodiments, as shown in FIG. 31A, a pricingmodel P_(k) can be modeled such that Σ_(k)M_(k)PCP_(k)·WR_(k) (e.g., thearea under the plot for estimated number of predicted conversions perconversion probability bracket M_(k)PCP_(k) WR_(k)) corresponds to thetargeted number of conversions for the time unit NC_(n).

In some embodiments, only qualified requests having predicted conversionprobabilities higher than a certain threshold (e.g., 30%) are respondedto with bidding, while qualified requests having predicted conversionprobabilities lower than the threshold are passed or ignored. In suchcases, the summation in Σ_(k)M_(k)PCP_(k)·WR_(k) is from k=31 throughk=100.

In some embodiments, with the pricing model or win rate profile inplace, the progression of the information campaign during a time unitcan be projected using the previous mobile device data. As shown in FIG.29, method 2900 further comprises determining (2960) a number ofpredicted conversions for at least a portion of the respective timeunit, and adjusting (2970) a rate at which information requests arefulfilled based on comparison of the number of predicted conversions toa corresponding projected number of predicted conversions. For example,as shown in FIG. 31B, during the course of part of the informationcampaign in a time unit (e.g., a 24 hour period), the number ofpredicted conversions to be generated in a period of time from thebeginning of the time unit till any of various points of time during thetime unit can be estimated as projected number of predicted conversionsor N_(PPC) (plot 3110) based on a chosen pricing model or win rateprofile and mobile device data in a previous time unit or before thestart of the campaign. As discussed above, the pricing model or the winrate profile WR_(k) can be modeled such that, at the end of the timeunit, the N_(PPC) (which, at the end of the time unit, should equal toΣ_(k)M_(k)PCP_(k)·WR_(k)) corresponds to the respective target number ofconversions NC_(n) for the time unit.

FIG. 31B also shows a plot 3120 of actual number of predictedconversions (N_(APC)) up till any of various points of times during thetime unit, as compared to the projection (plot 3110). In someembodiments, the current time unit (e.g., the nth time unit) is dividedinto a series of subunits, and the comparison is made at the end of eachsubunit or soon afterwards to determine whether a change of the pricingmodel or win rate profile is needed. For example, at the end of eachquarter hour or soon afterwards during the time unit, the actual numberof predicted conversions (N_(APC)) generated up till the end of thequarter hour can be determined and this number is compared with theprojected value N_(PPC) corresponding to the same time. In someembodiments, the pricing model or win rate profile is adjusted at theend of the particular subunit or soon afterwards if the differencebetween the actual number (N_(APC)) and projected number (N_(PPC)) islarger than a preset threshold (e.g., 10% of N_(APC) or N_(NPC) or anaverage thereof) for a predetermined length of time (e.g., 2 hours), sothat, at the end of the time unit, the number of predicted conversionsNP_(n) generated during the time unit corresponds to the respectivetarget number of conversions NC_(n) for the time unit. For example, asshown in FIG. 31B, which plots of the actual and projected numbers ofpredicted conversions across the time unit (e.g., a 24 hour timeperiod), the pricing model or the win rate profile is adjusted at theend of the subunit ending at 12 pm or soon afterwards (e.g., within 15minutes) to adjust the amount of impressions generated by theinformation campaign during the rest of the time unit or a subsequentsection of the time unit, to ensure that the actual number of predictedconversions NP_(n) generated during the time unit corresponds to therespective target number of conversions NC_(n) for the time unit. Insome embodiments, the adjustment is made multiple times during the timeunit. In some embodiments, the adjustment is made at the end of the timeunit so that the difference between NP_(n) and NC_(n) for this time unitis at least partially compensated for by one or more following timeunits.

In some embodiments, for each subsequent time unit after the first timeunit, the number of conversions targeted by the information campaignduring the subsequent time unit is determined based on a number ofpredicted conversions during a sequence of preceding time units and, ifavailable, a number of actual conversions attributable to impressionsmade by the information campaign during one or more time units beforethe sequence of preceding time units, for example:

${{NC_{n}} = \frac{{NC_{T}} - {\sum\limits_{i = 1}^{i = {n - 1}}{NP}_{i}}}{N - n + 1}},{{if}\mspace{14mu} n\mspace{14mu}{is}\mspace{14mu}{equal}\mspace{14mu}{to}\mspace{14mu}{or}\mspace{14mu}{smaller}\mspace{14mu}{than}\mspace{14mu} m},{or}$${{NC_{n}} = \frac{{NC_{T}} - {\sum\limits_{i = {n - m + 1}}^{i = {n - 1}}{NP}_{i}} - {\sum\limits_{j = 1}^{j = {n - m}}{ND_{j}}}}{N - n + 1}},{{if}\mspace{14mu} n\mspace{14mu}{is}\mspace{14mu}{larger}\mspace{14mu}{than}\mspace{14mu} m},$

where NC_(n) represents the number of conversions targeted by theinformation campaign during the nth time unit, NC_(T) represents thebudgeted number of conversions to be achieved by the informationcampaign, m represents a number of time units (e.g., m=14) in anattribution time period (or prediction time frame, e.g., PTF-1, PTF-2,PTF-3, etc.), Σ_(i=n−m+1) ^(i=n−1) NP_(i) represents a total number ofpredicted conversions corresponding to mobile devices impressed withinformation associated with the information campaign during a sequenceof time units (e.g., up to m−1 time units) preceding the nth time unit(with NP_(i) representing a number of predicted conversionscorresponding to mobile devices impressed with information associatedwith the information campaign during the ith time unit), and Σ_(j=1)^(j=n−m)ND_(j) represents a total number of detected conversionsattributable to impressions made by the information campaign during thetime unit(s) (if any) before the sequence of time units preceding thenth time unit (with ND_(j) representing a number of detected conversionsattributable to impressions made by the information campaign during thejth time unit).

FIG. 32B is a table listing, as examples, the target number ofconversions to be generated in each of a few time units, the number ofbids placed during the time unit, the number of impressed mobile devicesduring the time unit, the numbers of predicted and detected conversionsattributable to impressions made in the time unit, showing that thetarget number of conversions and thus the number of bids placed varyfrom time unit to time unit due to variations in the numbers ofpredicted and detected conversions.

In some embodiments,

$\frac{{NC_{T}} - {\sum\limits_{i = 1}^{i = {n - 1}}{NP_{i}}}}{N - n + 1}$

or NC_(T)−Σ_(i=1) ^(i=n−1)NP_(i) or NC_(T)−Σ_(i=n−m+1)^(i=n−1)NP_(i)−Σ_(j=1) ^(j=n−m)ND_(j) is an estimate of a remainingnumber of conversions to be achieved by a remaining portion of theinformation campaign starting with the nth time unit, and N−n+1 equalsto a number of time units including the nth time units in the remainingportion of the information campaign. In some embodiments, NP_(i) can bethe sum of conversion probabilities corresponding to mobile devicesimpressed with information associated with the information campaignduring the ith time unit, e.g., NP_(i)=Σ_(l)PCP_(l), where PCP_(l)represents the predicted conversion probability for the lth impressedmobile device during the ith time unit, and the summation is acrossevery unique mobile devices impressed with information associated withthe information campaign during the ith time unit. In some embodiments,ND_(j) can be determined using mobile device data and feedback data withtime stamps in an attribution time period corresponding to the jth timeunit (e.g., a time period including 14 time units starting with the jthtime unit). Thus, ND_(j) is not determined until the end of theattribution time period corresponding to the jth time unit. For example,as shown in FIG. 32A, for mobile devices impressed on Jun. 21, 2019, theattribution period may extend from June 21 to July 4. So, the number ofconversions attributable to impressions made on Jun. 21, 2019 may not bedetermined until end of Jul. 4, 2019.

FIGS. 33A and 33B illustrate NP_(x), ND_(x), as compared with NI_(x)(number of unique mobile devices impressed with information associatedwith the information campaign during time unit x), at the beginning ofDay 14 and Day 31, respectively, for an information campaign having atime span from Day 1 to Day 45. As shown in FIG. 33A, at the start ofDay 14, the number of actual conversions has not been determined for anyof the preceding time units (e.g., Day 1 through Day 13). As shown inFIG. 33B, at the start of Day 31, the number of actual conversions hasnot been determined for any of a sequence of preceding time units (e.g.,Day 18 through Day 30), while the number of actual conversions has beendetermined for each of the time units (e.g., Day 1 through Day 17)before the sequence of preceding time units (e.g., Day 18 through Day30).

In some embodiments, the number of conversions to be achieved by theinformation campaign during the 14th time unit is determined by:determining a first number of predicted conversions corresponding tomobile devices impressed with information associated with theinformation campaign during 13 time units prior to the 14th time units;estimating a remaining number of conversions to be achieved by theremaining 32 time units of the information campaign by subtracting thefirst number from the budgeted number of conversions to be achieved bythe information campaign; and determining the number of conversions tobe achieved during the 14^(th) time unit by dividing the remainingnumber of conversions and a remaining number of time units including the14^(th) time units (e.g., 32), e.g.,

${NC_{14}} = \frac{{NC_{T}} - {\sum\limits_{i = 1}^{i = 13}{NP}_{i}}}{32}$

In some embodiments, the number of conversions to be achieved by a partof the information campaign conducted during the 31^(st) time unit isdetermined by: determining a second number of predicted conversionscorresponding to mobile devices impressed with information associatedwith the information campaign during time units 18 through 30 prior tothe third time units; determining a number of detected conversionsduring time units 1 through 17, which constitute a time period after thestart of the information campaign and prior to time units 18 through 30;estimating a remaining number of conversions to be achieved by theremaining 15 time units of the information campaign by subtracting thesecond number and the number of detected conversions from the budgetednumber of conversions to be achieved by the information campaign; anddetermining the number of conversions to be achieved during the 31^(st)time unit by dividing the remaining number of conversions by a remainingnumber of time units including the 31^(st) time unit (e.g., 15). Thus,

${NC_{31}} = \frac{{NC_{T}} - {\sum\limits_{i = 18}^{i = 30}{NP}_{i}} - {\sum\limits_{j = 1}^{j = 17}{ND_{j}}}}{15}$

Thus, according to some embodiments, a store-visit-conversion-basedinformation campaign can be properly paced using predicted and detectedconversions.

FIG. 33C illustrates NP_(x) (number of predicted conversionscorresponding to mobile devices impressed with information associatedwith the information campaign during a time unit x), ND_(x) (number ofdetected conversions attributable to impressions made by the informationcampaign during the time unit x), as compared with NI_(x) (number ofunique mobile devices impressed with information associated with theinformation campaign during time unit x) for each of the time unitsduring the time span of the information campaign. Note that ND_(x)(e.g., x=45) for the last day of the campaign may not be determined tillafter an attribution time period (e.g., 14 days) after the conclusion ofthe information campaign by end of day of, for example, Day 45. As shownin FIG. 33C, 14 days after the 45^(th) day of the campaign, a totalnumber of detected conversions attributable to impressions made duringthe information campaign can be determined as Σ_(j=1) ^(j=45)ND_(j).According to some embodiments, a conversion rate for the informationcampaign, which can be the ratio of the total number of detectedconversions attributable to impressions made during the informationcampaign to a total number of impressions made during the informationcampaign, can be determined as:

${CR} = \frac{\sum\limits_{j = 1}^{j = 45}{ND}_{j}}{\sum\limits_{j = 1}^{j = 45}{NI}_{j}}$

In some embodiments, when the bid price is constant throughout thecampaign (e.g., $5/1000 impressions) and the campaign is paidcompensated for based on conversions (e.g., $5/conversion), the returnon investment ratio can be determined as:

$\frac{Return}{Investment} = {\frac{5 \cdot {\sum\limits_{j = 1}^{j = 45}{ND}_{j}}}{\frac{5}{1000}{\sum\limits_{j = 1}^{j = 45}{NI}_{j}}} = {1{000 \cdot \frac{\sum\limits_{j = 1}^{j = 45}{ND_{j}}}{\sum\limits_{j = 1}^{j = 45}{NI}_{j}}}}}$

Thus, in this example, for there to be return on investment, theconversion rate CR needs to be higher than 0.001, or there need to bemore than one detected conversion per thousand impressions. In the casewhere the bid price is dependent on the predicted conversion rate, asshown in FIG. 32A, the denominator in the above equations can bereplaced by the sum of the bid prices corresponding to all of theimpressions. The conversion rate CR, however, is still a good indicatoron the return to investment ratio.

In some embodiments, prior to the start of an information campaign, atest campaign can be designed and a conversion rate can be predicted forthe test campaign. Based on the prediction, campaign parameters of thetest campaign can be adjusted accordingly to produce a more optimizedconversion rate. In some embodiments, a method for predicting theconversion rate of a test campaign can be performed using system 100.The test campaign has a set of campaign parameters including parametersspecifying one or more places of interest (POIs) (e.g., a brand name forthe POIs, and a geographical area in which the POIs are situated, etc.),to which the test campaign is designed to drive visits, parametersspecifying a target audience (e.g., age range, gender type, educationlevel, etc.), customer segment or affinity (e.g., loyalty or conquest),geographical area in which the audience is located (e.g., POI(s),mall(s), city(ies), state(s), zip code(s), etc.), type of geo-fence forthe geographical area (e.g., radial, premise, neighborhood (NH), etc.)),and parameters specifying a pricing model and a base price for real-timebidding (e.g., $5 per thousand of impressions, etc.).

In some embodiments, as shown in FIG. 34, a method 3400 for predictingthe conversion rate of a test campaign includes machine training (3410)a location prediction model for the test campaign. In some embodiments,if a general prediction model associated with the one or more POIs isavailable, machine training (3410) the location prediction model for thetest campaign includes machine training a calibration model to calibratethe general prediction model to the test campaign using mobile devicedata, as discussed above. Otherwise, machine training (3410) thelocation prediction model for the test campaign includes constructing atraining feature space including a plurality of training feature setscorresponding, respectively, to a plurality of mobile devices, usinghistorical mobile device data. A respective training feature setcorresponds to a respective mobile device and including featuresconstructed using datasets associated with the respective mobile deviceand having time stamps in a training time period. In some embodiments,machine training the location prediction model for the test campaignfurther includes obtaining a plurality of labels corresponding,respectively, to the plurality of mobile devices. A specific labelcorresponding to a specific mobile device indicates whether the specificmobile device has at least one location event at any of the one or morePOIs during a training time frame after the training time period. Insome embodiments, machine training (3410) the location prediction modelfor the test campaign further includes machine training a generalprediction model using the training feature space and the plurality oflabels, and may further include obtaining a calibration modelcorresponding to the information campaign. In some embodiments, thelocation prediction model for the test campaign includes the generalprediction model and the calibration model.

As also shown in FIG. 34, method 3400 further includes sampling (3420) aplurality of information requests from historical request data havingtime stamps in a preset time period (e.g., the past week, 2 weeks ormonth). In some embodiments, the sampling is done randomly so thatdemographic distribution of the plurality of information requestsresemble that of a similar number of requests received consecutively inreal time. Method 3400 further includes, for each respective informationrequest of the plurality of information requests, determining (3430) ifthe respective information request is a qualified request (e.g., aninformation request that qualifies for the test campaign) based on dataassociated with the respective information request and the set ofcampaign parameters of the test campaign. In response to the respectiveinformation request qualifying for the test campaign, method 3400further includes determining (3440) a respective win rate for therespective information request, and predicting (3450) a respectiveconversion probability associated with the respective informationrequest using the location prediction model. In some embodiments, therespective conversion probability corresponds to a probability of arespective mobile device associated with the respective informationrequest to have at least one location event at any of the one or morePOIs during a respective time frame.

In some embodiments, predicting a respective conversion probabilityassociated with the respective information request using the locationprediction model includes applying the general prediction model to afeature set corresponding to a respective mobile device associated withthe respective information campaign to obtain a prediction result. Insome embodiments, the feature set is constructed using datasetsassociated with the respective mobile device and having time stamps in arespective time period before the respective time frame. In someembodiments, predicting a respective conversion probability associatedwith the respective information request using the location predictionmodel further includes applying the calibration model to the predictionresult to obtain the respective conversion probability.

As also shown in FIG. 34, method 3400 further includes predicting (3460)a conversion rate for the test campaign. In some embodiments, predicting(3460) the conversion rate includes determining a number of predictedimpressions for the plurality of information requests. For example, thenumber of predicted impressions can be calculated as follows:

$N_{PI} = {\sum\limits_{q}{WR_{q}}}$

where WR_(q) represents the win rate for the q^(th) qualified requestand the summation is through all of the qualified requests among theplurality of information requests. In some embodiments, WR_(q) isdetermined using a win rate profile, which is determined based on one ormore campaign parameters of the test campaign (e.g., one or morecampaign parameters related to a pricing model and/or base price). Insome embodiments, the win rate profile is further determined based atleast in part on a target number of conversions specified by the testcampaign. In some embodiments, predicting (3460) the conversion ratefurther includes determining a number of predicted conversions for theplurality of information requests. For example, the number of predictedconversions can be calculated as follows:

$N_{PC} = {\sum\limits_{q}{WR_{q}PCR_{q}}}$

where PCR_(q) represents predicted conversion probability for the q^(th)qualified request and the summation is through all of the qualifiedrequests among the plurality of information requests. In someembodiments, the predicted conversion rate can be calculated as:

${PCR} = {\frac{N_{PC}}{N_{PI}} = \frac{\sum\limits_{q}{{WR}_{q}PCR_{q}}}{\sum\limits_{q}{WR_{q}}}}$

In some embodiments, when the bid price (and thus the win rate) for eachqualified request is dependent on the predicted probabilitycorresponding to the qualified request according to the pricing model,the qualified requests among the plurality of information requests canbe bracketed based on their respective conversion probabilities. Forexample, as shown in FIG. 35, where M_(l) represents a number ofqualified requests having conversion probabilities larger than or equalto (l−1)% and smaller than l %, l=1, 2, . . . , 100, the predictedconversion rate can be calculated as:

${PCR} = \frac{\sum\limits_{l}{{l \cdot M_{l} \cdot W}R_{l}}}{100{\sum\limits_{l}{{M_{l} \cdot W}R_{l}}}}$

where WR_(l) represents the win rate corresponding to the lth conversionprobability bracket.

In some embodiments, when the location prediction model for a testcampaign is not available or takes too long to train, system 100 isconfigured to carry out a method to obtain predicted conversion rate fora test campaign by applying a conversion rate prediction model. In someembodiments, the conversion rate prediction model can be trained usingdata from a set of historical campaigns. As shown in FIG. 1, one or morecampaign databases 116 can be configured to store campaign parameters ofeach of a plurality of information campaigns. The plurality ofinformation campaigns include a set of historical campaigns.Additionally, one or more mobile device databases can be configured tostore datasets associated with mobile devices. As discussed above, insome embodiments, a respective dataset identifies an associated mobiledevice, and includes a respective time stamp and at least one respectiveevent involving the associated mobile device at a time indicated by therespective time stamp. The at least one respective event can be, forexample, one or more location events (triggering of a POI geo-fenceand/or a geo-block) or a feedback event (impression, click/call, orsecondary action).

In some embodiments, as also shown in FIG. 1, the feature engineeringmodule 122 can be configured to construct a training feature spacecorresponding to the set of historical campaigns, the training featurespace including a respective set of training features derived fromrespective campaign parameters of each respective historical campaign ofthe set of historical campaigns. In some embodiments, as shown in FIG.23, the respective set of training features include respective POIfeatures related to one or more respective points of interests (POIs)associated with the respective historical campaign (e.g., a number ofvisits to the one or more respective POIs by mobile users per a specificlength of time (e.g., one week) as derived from mobile device data, apercentage of a number of POIs in the one or more respective POIs amongall of the POIs in the same brand/category, and a category of the one ormore respective POIs (e.g., general stores, department stores, grocerystores, apparel shops, sports shops, restaurants, shopping malls,theatres, etc.)). The respective set of training features furtherinclude respective audience features related to a respective targetaudience for the respective historical campaign (e.g., age range, gendertype, education level, customer segment or affinity, geographical area,the type of geo-fences used to define the geo-graphical area, etc.). Insome embodiments, the respective set of training features may furtherinclude one or more features related to at least one of a pricing model(e.g., CPM), a base price (e.g., $5 per thousand impressions), and abudget specified by one or more of the respective parameters (e.g., atarget number of conversions attributable to the respective historicalcampaign). The set of campaign features may further include featuresrelated to mobile device type(s), ad type(s), mobile app(s), etc., whichare specified by the historical campaign.

In some embodiments, the feature engineering module 122 is furtherconfigured to determine a set of labels corresponding, respectively, tothe set of historical campaigns using the datasets in the one or moremobile device databases 124, the set of labels including a respectiveconversion rate for each respective historical campaign of the pluralityof historical campaigns. In some embodiments, the respective conversionrate is determined by: determining a first number of mobile devicesimpressed with information associated with the respective historicalcampaign based on mobile device feedback data, determining a secondnumber of mobile devices each having had at least one location event atthe one or more respective POIs that is attributable to an impressionduring the respective historical campaign based on request feedback dataand request data, and determining the respective conversion rate as theratio of the second number to the first number. In some embodiments,each respective mobile device of the first number of mobile devices isassociated with at least one dataset in the one or more mobile devicedatabases 124 that indicates an impression event on the respectivemobile device during at least part of the respective historicalcampaign. In some embodiments, each mobile device of the second numberof mobile devices is associated with at least one dataset in the one ormore mobile device database 124 that indicates a location event at anyof the one or more respective POIs associated with the respectivehistorical campaign during an attribution period after the mobile devicehas been impressed with the information associated with the respectivehistorical campaign during the at least part of the respectivehistorical campaign.

In some embodiments, the respective conversion rate is determined by:determining a third number of impressions made during the respectivehistorical campaign, determining a fourth number of location events atthe one or more respective POIs that are attributable to impressionsmade during the respective historical campaign, and determining therespective conversion rate as the ratio of the fourth number to thethird number.

In some embodiments, as shown in FIG. 1, the model training module 123is configured to machine train a conversion rate prediction model usingthe training feature space and the set of labels, which are derived fromthe set of historical campaigns, as shown in FIG. 36, and store theconversion rate prediction model in the prediction models database 126.In some embodiments, the feature engineering module 122 is furtherconfigured to derive a set of test features from campaign parameters ofa test campaign, the set of test features including test POI featuresrelated to one or more test POIs specified by the test campaign (e.g., anumber of visits to the one or more test POIs by mobile users per aspecific length of time (e.g., one week) as derived from mobile devicedata, a percentage of a number of POIs in the one or more test POIsamong all of the POIs in the same brand/category, and a category of theone or more test POIs (e.g., general stores, department stores, grocerystores, apparel shops, sports shops, restaurants, shopping malls,theatres, etc.)). The set of test features further includes testaudience features related to a test audience specified by the testcampaign. The set of test features may further include one or morefeatures related to at least one of a pricing model (e.g., CPM), a baseprice (e.g., $3 per thousand impressions), and a budget specified by oneor more of the test parameters (e.g., a target number of conversionsattributable to the respective historical campaign). The set of testfeatures may further include features related to mobile device type(s),ad type(s), mobile app(s), etc., which are specified by the testcampaign.

In some embodiments, as shown in FIG. 1, the prediction module 131 canbe configured to apply the conversion rate prediction model to the setof test features to obtain a predicted conversion rate for the testcampaign.

As shown in FIG. 37, a method 3700 for predicting a conversion rate fora test campaign according to some embodiments includes constructing(3710) a training feature space corresponding to the set of historicalcampaigns, the training feature space including a respective set oftraining features derived from respective campaign parameters of eachrespective historical campaign of the set of historical campaigns, therespective set of training features including respective POI featuresrelated to one or more respective points of interests (POIs) associatedwith the respective historical campaign and respective audience featuresrelated to a respective target audience for the respective historicalcampaign.

In some embodiments, method 3700 further includes determining (3720) aset of labels corresponding, respectively, to the set of historicalcampaigns using the datasets in the one or more second databases, theset of labels including a respective conversion rate for each respectivehistorical campaign of the plurality of historical campaigns, andmachine training (3730) a conversion rate prediction model using thetraining feature space and the set of labels. In some embodiments,determining the set of labels comprises, for each particular historicalcampaign of the set of historical campaigns: determining a first numberof mobile devices, and determining a second number of mobile devicesamong the first number of mobile devices. Each respective mobile deviceof the first number of mobile devices is associated with at least onedataset in the one or more second databases that indicates an impressionevent on the respective mobile device during the at least part of theparticular historical campaign. Each specific mobile device of thesecond number of mobile devices is associated with at least one datasetin the one or more second database that indicates a location event atany of one or more POIs associated with the particular historicalcampaign during an attribution period after the specific mobile devicehas been impressed with the information associated with the particularhistorical campaign during the at least part of the particularhistorical campaign. In some embodiments, the conversion rate for theparticular historical campaign is determined using the first number andthe second number. For example, the conversion rate can be the ration ofthe second number to the first number.

In some embodiments, the conversion rate for the particular historicalcampaign is determined by: determining a third number of impressionsmade during the particular historical campaign, determining a fourthnumber of location events at the one or more POIs associated with theparticular historical campaign that are attributable to impressions madeduring the particular historical campaign, and determining theconversion rate for the particular historical campaign as the ratio ofthe fourth number to the third number.

In some embodiments, method 3700 further includes deriving (3740) a setof test features from campaign parameters of the test campaign, the setof test features including test POI features related to one or more testPOIs specified by the test campaign and test audience features relatedto a test audience specified by the test campaign. The set of testfeatures may further include one or more features related to at leastone of a pricing model, a base price, and a budget specified by one ormore of the test parameters, and may further include features related tomobile device type(s), ad type(s), mobile app(s), etc., which arespecified by the test campaign. In some embodiments, method 3700 furtherincludes applying (3750) the conversion rate prediction model to the setof test features to obtain a predicted conversion rate for the testcampaign.

In some embodiments, in a process to optimize the conversion rate forthe test campaign, the method further includes adjusting (3760) the testparameters. The prediction model can be re-applied (3750) to a new setof test features constructed (3740) from the adjusted test parameters.The process can be iterated until a desired conversion rate is reached.

Thus, a conversion rate prediction model can be trained off-line usinghistorical data associated with a plurality of historical campaigns, andthe conversion rate of a test campaign can be readily obtained byconstructing a set of test features for the test campaign using theassociated test campaign parameters, and by applying the conversion rateprediction model to the set of test features. In some embodiments, thetest parameters of the test campaign can be varied to create multipletest campaigns, and the test campaign with the highest predictedconversion rate can be selected as a new information campaign to becarried out in real-time.

The terminology used in the description of the various describedembodiments herein is for the purpose of describing particularembodiments only and is not intended to be limiting. As used in thedescription of the various described embodiments and the appendedclaims, the singular forms “a”, “an” and “the” are intended to includethe plural forms as well, unless the context clearly indicatesotherwise. It will also be understood that the term “and/or” as usedherein refers to and encompasses any and all possible combinations ofone or more of the associated listed items. It will be furtherunderstood that the terms “includes,” “including,” “comprises,” and/or“comprising,” when used in this specification, specify the presence ofstated features, integers, steps, operations, elements, and/orcomponents, but do not preclude the presence or addition of one or moreother features, integers, steps, operations, elements, components,and/or groups thereof.

As used herein, the term “if” is, optionally, construed to mean “when”or “upon” or “in response to determining” or “in response to detecting”or “in accordance with a determination that,” depending on the context.

The foregoing description, for purpose of explanation, has beendescribed with reference to specific embodiments. However, theillustrative discussions above are not intended to be exhaustive or tolimit the embodiments to the precise forms disclosed. Many modificationsand variations are possible in view of the above teachings. Theembodiments were chosen and described in order to best explain theprinciples and their practical applications, to thereby enable othersskilled in the art to best utilize the embodiments and variousembodiments with various modifications as are suited to the particularuse contemplated.

We claim:
 1. A method, comprising, at one or more computer systemscoupled to a packet-based network and including, or having access to,one or more databases storing therein datasets associated with mobiledevices, a respective dataset including data related to an associatedmobile device, a respective time stamp, and at least one respectiveevent involving the associated mobile device at a time indicated by therespective time stamp: for each respective request of a first pluralityof requests received from the packet-based network during a first timeunit: determining if the respective request qualifies for informationdelivery based on respective request data included in the respectiverequest and a set of information delivery parameters; in response to therespective request qualifying for information delivery, predicting arespective conversion probability for the respective request, therespective conversion probability corresponding to a predictedprobability of a mobile device associated with the respective requesthaving at least one location event at any of one or more POIs during afirst time frame corresponding to the first time unit; inputting therespective conversion probability to a bidding model to determine arespective bid for fulfilling the respective request; and transmittingthe respective bid to the packet-based network; receiving feedbacks fromthe package-based network, the feedbacks indicating a first number ofrequests having been fulfilled among the first plurality of requests;determining a set of predicted numbers of conversions corresponding,respectively, to a set of ranges of predicted conversion probabilitiesfor the first number of requests; and adjusting the bidding model basedat least on the predicted number of conversions; wherein predicting arespective conversion probability for the respective request includesconstructing a respective feature set for the respective request usingat least the respective request data, and applying a machine-trainedlocation prediction model to the respective feature set to obtain therespective conversion probability; and wherein the method furthercomprises machine-training the location prediction model using at leasta training feature space and a set of training labels, the trainingfeature space being constructed using datasets having time stamps in atraining time period, the set of training labels being determined usingdatasets having time stamps in a training time frame.
 2. The method ofclaim 1, wherein the bidding model includes a pricing model applicableto determine a respective bid price for the respective request based atleast on the respective conversion probability, and wherein therespective bid includes the respective bid price.
 3. The method of claim1, wherein: the location prediction model includes a general predictionmodel and a calibration model corresponding to the set of informationdelivery parameters; machine training the location prediction modelincludes: machine training a general prediction model using the trainingfeature space and the set of training labels; and obtaining thecalibration model corresponding to the set of information deliveryparameters; applying a machine-trained location prediction model to therespective feature set to obtain the respective conversion probabilityincludes applying the general prediction model to the respective featureset to obtain an initial prediction result and applying the calibrationmodel to the initial prediction result to obtain the respectiveconversion probability.
 4. The method of claim 1, wherein the biddingmodel is adjusted based at least on a first plurality of predictednumbers of conversions corresponding to respective ones of a firstplurality of time units.
 5. The method of claim 1, further comprising:detecting a second number of actual conversions in the first time framethat are attributable to the first number of requests having beenfulfilled during the first time unit; and adjusting the bidding modelagain based at least on the actual number of conversions.
 6. The methodof claim 5, wherein the bidding model is adjusted again based at leaston a first plurality of predicted numbers of conversions correspondingto respective ones of a first plurality of time units and a secondplurality of actual numbers of conversions corresponding to respectiveones of a second plurality of time units before any of the firstplurality of time units.
 7. The method of claim 5, wherein the secondnumber of actual conversions is dependent on the bidding model used todetermine the respective bid.
 8. The method of claim 1, wherein thebidding model is adjusted based at least on the predicted number ofconversions and a targeted number of conversions corresponding to thefirst time unit.
 9. The method of claim 1, further comprising obtaininga win rate profile corresponding to the bidding model, wherein the winrate profile is used to determine the set of predicted numbers ofconversions corresponding, respectively, to a set of ranges of predictedconversion probabilities.
 10. A system, comprising, one or moredatabases storing therein datasets associated with mobile devices, arespective dataset including data related to an associated mobiledevice, a respective time stamp, and at least one respective eventinvolving the associated mobile device at a time indicated by therespective time stamp; one or more processors coupled to a packet-basednetwork; and one or more memories into which one or more computerprograms can be loaded for execution by the one or more processors tofunction as one or more modules, units and servers including: anfront-end server configured to, for each respective request of a firstplurality of requests received from the packet-based network during afirst time unit: determine if the respective request qualifies forinformation delivery based on respective request data included in therespective request and a set of information delivery parameters; inresponse to the respective request qualifying for information delivery,obtain a respective conversion probability for the respective request,the respective conversion probability corresponding to a predictedprobability of a mobile device associated with the respective requesthaving at least one location event at any of one or more POIs during afirst time frame corresponding to the first time unit; input therespective conversion probability to a bidding model to determine arespective bid for fulfilling the respective request; transmit therespective bid to the packet-based network; and receive feedbacks fromthe package-based network, the feedbacks indicating a first number ofrequests having been fulfilled among the first plurality of requests; apacing unit configured to: determine a set of predicted numbers ofconversions corresponding, respectively, to a set of ranges of predictedconversion probabilities for the first number of requests; and adjustthe bidding model based at least on the predicted number of conversions;a prediction unit configured to: construct a respective feature set forthe respective request using at least the respective request data; andpredict the respective conversion probability for the respective requestby applying a machine-trained location prediction model to therespective feature set; and a machine-training unit configured to:construct a training feature space using datasets having time stamps ina training time period; determine a set of training labels usingdatasets having time stamps in a training time frame; and machinetraining the location prediction model using at least the trainingfeature space and the set of training labels.
 11. The system of claim10, wherein the bidding model includes a pricing model applicable todetermine a respective bid price for the respective request based atleast on the respective conversion probability, and wherein therespective bid includes the respective bid price.
 12. The system ofclaim 10, wherein: the location prediction model includes a generalprediction model and a calibration model corresponding to the set ofinformation delivery parameters; machine training the locationprediction model includes: machine training a general prediction modelusing the training feature space and the set of training labels; andobtaining the calibration model corresponding to the set of informationdelivery parameters; applying a machine-trained location predictionmodel to the respective feature set to obtain the respective conversionprobability includes applying the general prediction model to therespective feature set to obtain an initial prediction result andapplying the calibration model to the initial prediction result toobtain the respective conversion probability.
 13. The system of claim10, wherein the bidding model is adjusted based at least on a firstplurality of predicted numbers of conversions corresponding torespective ones of a first plurality of time units.
 14. The system ofclaim 10, the pacing unit is further configured to: detect a secondnumber of actual conversions in the first time frame that areattributable to the first number of requests having been fulfilledduring the first time unit; and adjust the bidding model again based atleast on the actual number of conversions.
 15. The system of claim 14,wherein the bidding model is adjusted again based at least on a firstplurality of predicted numbers of conversions corresponding torespective ones of a first plurality of time units and a secondplurality of actual numbers of conversions corresponding to respectiveones of a second plurality of time units before any of the firstplurality of time units.
 16. The system of claim 14, wherein the secondnumber of actual conversions is dependent on the bidding model used todetermine the respective bid.
 17. The system of claim 10, wherein thebidding model is adjusted based at least on the predicted number ofconversions and a targeted number of conversions corresponding to thefirst time unit.
 18. The system of claim 10, wherein the pacing unit isfurther configured to obtain a win rate profile corresponding to thebidding model, wherein the win rate profile is used to determine the setof predicted numbers of conversions corresponding, respectively, to aset of ranges of predicted conversion probabilities.